SONY XPERIA Z2 LAUNCH: #INSIDEMUNDIAL
As one of the official sponsors of the World Cup 2014, Sony decided to communicate about the launch of its brand new Smartphone: The Xperia Z2.
THE BRIEF – Increase Sony mobile brand awareness and preference
Sony Mobile’s first wish was to demonstrate the brand new Xperia Z2 assets (image/videos quality, sound and water resistanc ) to increase its brand awareness and preference.
The fact that Sony was one of the official sponsors of the 2014 World Cup reinforced Sony Mobile’s validity to take advantage of this event to increase its visibility and provide valuable content to its core target.
So, we decided to build a strategy around the huge advantages and opportunities brought by the sponsorship.
OUR IDEA – Create an ecosystem where all the activations are connected by one single hashtag: #INSIDEMUNDIAL
MediaCom decided to increase the brand’s visibility around the target across different leverages and universes. We used the guarantee of Melty.fr (first online media dedicated to the 15-35 YO) and on the other hand the endorsement of the major news media LE FIGARO.FR.
These activations were all connected by one single hashtag: #INSIDEMUNDIAL
The “Inside Mundial by Sony” operation with Melty: This operation consisted of the creation of a branded dedicated space called “Inside Mundial by Sony” on Melty.fr where a Sony reporter was hired to experience the World Cup in various ways and to share with the users the true feeling of the World Cup in Brazil.
A special guest, Mouloud Achour (an eminent French journalist) joined the Sony reporter in Brazil for four days to support the French team in the legendary Maracanã stadium.
All of them created content highlighted the different assets of the Xperia Z2. More than 43 articles and more than 35 videos were created during the whole partnership.
The Foot Center in association with Le Figaro and Sport 24: In partnership with Le Figaro we developed a data visualization platform to help football lovers understand the stats of each team, each game and increase their knowledge about the World Cup in the easiest way.
Moreover, a previously unseen partnership was also contracted with Twitter. We were therefore able to gather all the conversations and pictures posted on Twitter about the World Cup and to display a column called “la côte d’amour des bleus” which clustered the conversations about the French Team on Twitter. This platform was able to highlight the positive or negative feelings the Twitter users expressed towards the French team and players.
An important editorial integration of the dedicated space was also developed during this partnership, with articles written by famous and specialized journalists pushed on the home page of both LeFigaro.fr and Sport 24. A centre tab was also pushed on the menu bar of the Figaro.fr as well as in the menu bar of sport24.Lefigaro.fr.
This operation drove an important amount of earned media on Le Figaro printed version, Strategie.fr, Offremedia, Le Figaro.fr and more.
TF1 Sponsorship: To support and amplify these operations as well as increase Sony Mobile’s awareness among the targeted audience, we signed up an important sponsorship with TF1 which included 300 sponsored presences combining teasers, and billboards around crucial games.
THE RESULT – Sony was the most mentioned sponsor of the World Cup by French men (18 + YO)
The Inside Mundial campaign on Melty.fr: We generated more than 127,000 visits on the dedicated space (+ 41% vs. targeted objectives) and more than 4000 contest participations. The average time spent on the space was higher than 5 minutes and 45 seconds. 83 497 videos views, 51 836 readings of articles and almost 908 shares.
The Foot Center campaign with LeFigaro.fr and Sport 24: We generated more than 138,000 visits on the dedicated space (+38% vs targeted objectives) and 275,078 visits for the articles included branded graphs and statistics.
The TF1 sponsorship: We Recorded 1,437 GRP (+ 64% vs. targeted objectives), generated more than 285 millions contacts, a repetition of 16 and a reach (1+) of 88,4% on the targeted audience (25-49).
Twitter Campaign: The #Insidemundial was mentioned in 18,472 tweets during the communication period.
Sony Mobile had sponsored 46 sponsored tweets that led to 5.6 million impressions and recorded an average engagement rate of 6.69% (the average engagement rate on Twitter is between 1 to 3%).
@SonyXperiaFR was the lead voice in World Cup conversation among sponsors and Telco sector, with a total of 3,166 tweets over the campaign period.
Media partners drove around 300 Tweets during the campaign period, reaching 150 million impressions
To conclude, according to the Uniteam Sport Toluna Barometer which was released right after the World Cup in July 2014, Sony was the most mentioned sponsor of the World Cup by French men (18 + YO) and the third by both men and women (18+ YO).