Sony Ericsson India has unveiled an integrated campaign to support the launch of its new offering, ‘Live with Walkman’ an Android smartphone. Taking forward the successful legacy of ‘Walkman’ phones, Live with Walkman delivers a unique social music experience as a key differentiator to its consumers.
Targeting the fast-paced youths who are adept data handlers, Live with Walkman offers an innovative music experience in a more engaging and wholesome way than its predecessors like W8 and Mix Walkman.
“The Hammer-created campaign, while piggybacks on the successful ‘Thump’ creative concept that we launched in 2007-08 to promote our W200i series of phones, encompasses a fresh insight that music is no longer just for listening. It is for sharing, creating and grooving. With ‘Live with Campaign’ we have built an ecosystem that gives a wholesome music experience to the consumers with: a user interface that allows the users to browse more about the music they are listening to; content strength of Sony that bundles latest block-busters like Kolaveri and Chikni Chameli into the phone and applications like meragaana.com that makes a karaoke feature available to the consumers,” said Prasun Kumar, head, marketing, Sony Ericsson.
The campaign has a deep Facebook integration that allows users to instantly access Facebook through the most used areas of the phone such as the picture gallery, music player, phonebook and calendar. Sony Ericsson India has also launched a talent hunt on digital as a platform in partnership with Shiamak Davar where users can upload their videos on the Live with Walkman Facebook page and participate in the contest.
“There are numerous on-ground activities that we have planned to support the launch and IRIS Worldwide and 2020 MSL are our partners for retail and digital campaigns respectively.”