ABOUT

Brief: We were tasked with leveraging Sony’s sponsorship of the 2014 FIFA World Cup™, driving registrations to Sony’s Xperia Lounge app by inviting fans to take part in an exclusive score predictor game – the Sony Football Challenge™.

Insight: There’s more to the FIFA World Cup™ than just football. People enjoy cheering on their home team, they like the growing sense of competition and the party atmosphere that creates. By encouraging football fans to share their passion we created a buzz around the event that engaged both fans and non-fans alike.

Idea: We created a global, fully integrated digital campaign that encouraged social media participation with viral reach. To showcase Sony’s unique offering, we created a microsite which acted as a hub for a wealth of content including Sony’s social media aggregator ‘One Stadium Live’. We also launched a global Facebook competition, that asked users to share their football fever to win incredible Sony prizes.

Results: Sign-ups to Xperia Lounge increased by 15% and visits to Sony’s campaign pages increased by 30%. Launched in 17 markets across the globe, the campaign endorsed the benefits of enjoying the 2014 FIFA World Cup™ along with the newest Sony smartphones, tablets and SmartWear.