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We are now BRANDO SOCIAL. We can be found here http://brandosocial.com/
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Apr 13, 2023 1
Sony Ericsson & 3
C905 Flickr Photographic Competition
Apr 13, 2023 2
Brief
Celebrate the C905 and its 8.1 megapixel camera
Position the C905 as the phone of choice for photography enthusiasts
Limited budget and time frame meant we had to be hyper targeted and get the consumer to do the work for us from day 1
Apr 13, 2023 3
Our Response To run a photographic competition across Flickr,
Facebook & the blogosphere Primarily hosted on a dedicated Flickr group with
the final round on a photo blog Entrants upload new pictures to our group and
tag them with SE brand terms The 5 finalists with the most ‘favs’ win a C905
camera phone and go through to the next round In the final round each person had to take
pictures with the phone set to daily challenges The winner with the most votes at the end of the
competition becomes an official 2009 Sony Ericsson photographer at select red carpet events
Apr 13, 2023 4
Who we engaged…
Photo Blogs
Photography Blogs
Mobile BlogsSony Ericsson Blogs
Photography Competition Sites
Tech Blogs
Gadget Blogs
Mobile Forums
General OnlineMedia Channels
News Sites
Size = relevant influence
FacebookPhoto GroupsFlickr Photo
Groups
Apr 13, 2023 5
Peer-2-Peer Tool Kit
To help entrants promote their work and garner ‘favs’ we created a branded competition badge that streams the pictures they uploaded to their social networks
This also meant they extended campaign reach by advocating the campaign to their peers across Facebook, Myspace and blogs etc.
Apr 13, 2023 6
Download the badge
Apr 13, 2023 7
Embed it in your profile or blog
Apr 13, 2023 8
The Results (4 Week Period)
Benchmark Actual
Super Advocates 5 5
Entrants 200 340
Images Uploaded / Tagged 150 850
Back-links 2500 13,200+
Influencer Mentions 1,000 5
Super Influencers(Av. Reach 800)
15 52
Influencer Reach - 41,600
Networks Reach(Facebook / Flickr)
- 22,950
Total Targeted Reach - 64,550
Apr 13, 2023 9
Peer-2-Peer Summary
1 in 4 entrants promoted the competition through the badge
Facebook Av. 150 Friends 85x150=12,750 Facebook Reach
Average number of Flickr Contacts 120 85x120=10,200 reach within Flickr
Our average member rank on Flickr was 7/10 (Higher End of User Demographic)
52 Super Influencer Blogs Week1 Week4
50
100
150
200
250
350
300
En
tran
ts
Apr 13, 2023 10
Apr 13, 2023 11
Benefits to SE
Tapped into the hard to reach UK Flickr, Facebook
Huge coverage across photographic, mobile blogs
850 Photographs uploaded tagged with ‘sony ericsson, c905, photographic’
5 handset advocates Hyper targeted awareness X Flickr
group members
Apr 13, 2023 12
Contact:
Jamie Burkejamie@brando-world.comTwitter.com/jamie247
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