Sony Mobile and Red Bull: a ground breaking partnership
Red Bull Media House’s awesome new riding film has been released in partnership with Sony Xperia Z5 Premium…| November 13th, 2015
The Xperia Z5 Premium story is all about its amazing 4k smartphone technology.
We recognised the opportunity to bring this 4k story to life in a credible and inspiring way that Sony could apply right through the line from traditional ATL to POS.
Sony Xperia Z5 Premium are Red Bull Media House’s first ever commercial partners. Our sponsorship of Kaleidoscope is the gateway to an extraordinarily integrated partnership designed to prove the superiority of the Xperia Z5 Premium in action, including branded content creation, product placement, social, advertorials, talent endorsement and extensive licensing rights across point of sale and OOH.
The project has been wholly embraced by the Sony cross agency team as it is the first of its kind – this has resulted in some excellent work which we are all really proud of.
Shot by Ridley Scott & Associates, and combined with behind the scenes imagery shot on the Xperia Z5 Premium itself, the result is a visually arresting piece which illustrates why Red Bull Media House have such a mass of organic followers. The production values are incredible throughout and the three minute film (together with our supporting Sony content) is set for big things.
The star of the film, Kriss Kyle, is now the proud owner and advocate of the Z5 Premium and has been integral in social campaigns leading up to the launch.
The branded content consists of four bespoke Sony videos – ‘Through the lens of Kaleidoscope’ – showcasing the four key features of the Xperia Z5 Premium. These videos are centred around the tricks in the main Kaleidoscope film and incorporate the phone into the content in a credible and authentic way that really offers exciting added value to the viewers.
The branded content sits alongside the hero film on the microsite which is testament to its strong editorial quality. Xperia Z5 have also used a shot from the film as their key visual for the overall Z5 premium campaign. As we negotiated an extensive rights package for Sony with Red Bull, the image will be prevalent across 1,650 retail stores nationally. We also secured above the line rights and subsequently the imagery is being used for a large out of home campaign for Z5 premium.
All of this is evidence of how a content-led media campaign can infiltrate an entire business.