Sony Ericsson relies on viral marketing to boost Xperia’s X1 launch
Posted by Manuela Barreto @ September 12th, 2008 in Viral Marketing
Will Sony Ericsson’s new thriller impulse consumers into acquiring the new, out-of-the-oven Xperia X1?
Sony Ericsson is virally streaming a short trailer introducing a man, known as Johnny X, (a hot guy) who has partially lost his memory and the only way to go about investigating on his life is through his handy Xperia X1.
Personally, after seeing the Who is Johnny X trailer, all I could think of was the Bourne Identity, starring Matt Damon.
Wasn’t it something like this? A guy living on the edge, escaping from life-threatening situations, who is then persecuted by…the bad guys.
Sony Ericsson hopes to attract consumers through this viral video which will soon have a sequel to it, but for now, it remains an intriguing campaign.
Cool thing is that adverts for mobile phones generally don’t have much oomph to them. They mainly focus on the phone itself and shooting it at different angles along with the usual hot chick who’s always there.
It’s the first initiative coming from a phone manufacturer to use the viral route to promote a new device.
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