Sony Ericsson's Pocket TV

Overview

The brief

To create a mobile route to market for Sony Ericsson’s Pocket TV, the first cross-platform music show aimed at 16-24 year-old music fans.

Our approach

We created a mobile ‘look and feel’ for Pocket TV focusing on an innovative user experience and accessibility.

What we did

Creative

We designed and built the Pocket TV video portal on our Mobrool mobile internet platform and created extra editorial features and competitions on a weekly basis. We drove word-of-mouth and buzz marketing by incorporating social networking tools (viral pass-on mechanism and integration with Twitter) and an opt-in mechanism allowing users to sign-up for content update alerts.

Technology

Our producers encoded video to all common mobile formats and published content through Mobrool, which automatically optimises mobile pages and downloads to over 4000 handset types, ensuring maximum reach of the target audience. The client received regular updates of live, real-time campaign data through the platform’s reporting tool.

Gallery: click to see full size images

The results

Response

Up to 30% of users signed up for alerts or sent content on virally to friends. These high levels of interactivity demonstrate the impact of the content on its intended audience.

Best bits

Viewing figures increased fivefold after a complimentary review in The Guardian.

Press

'When big companies attempt to show they're down with the kids by using music and/or technology, the results are often toe-curling. Credit, then, to Sony Ericsson for their impressive new Pocket TV series, which is aimed squarely at the teenage market.'

Chris Salmon, The Guardian, 12 Jun 2009

Outcome

Ongoing client relationship.