This weeks digital campaign chatter #6

Here is my round-up of the most talked about digital campaigns in the last 7 days:

1. Sony Ericsson – Xperia Launch

This week saw the start of Sony Ericsson’s biggest campaign for two years – with an overall spend of around £4million, 40% of which will be spent on digital (up from a previous 25% of budget).

This impressive investment is in honour of the launch of 3 new phones on 1st April – the Xperia Arc, Xperia Neo and the Xperia Play (the long awaited Playstation phone).

The company have worked with their commercial partners, including The Carphone Warehouse, Vodafone and Tesco, to develop a 10-day Facebook campaign in the run up to launch, with an Xperia Play being given away each day.

Nice idea. However, when I clicked through on Day 6 after hearing about the campaign, to find out more about how it worked, all that happened was that I was directed through to an unofficial Sun Twitter account with no idea what I actually had to do!

Seems unless you are already a fan of the page, there is no obvious way of finding out what you need to do. The instructions for each days competition (they are all different) are posted on their wall (and therefore in your homefeed if you have ‘liked’ the page) every morning, but are not added to the main competition area of the Facebook page. So a latecomer like me will have no idea whatsoever as to what they need to do and what it’s all about unless they do some serious digging. Hopefully their homepage ‘takeover’ of Facebook, YouTube and Gamespot on 31st March with make more sense!

Worth noting also that their Facebook wall does not seem to be that well-managed, with several complaints and questions going unanswered by the company. With over 96k fans to the UK page, they are missing a real opportunity if they don’t start to manage this relationship with their ‘fans’ better soon.

2. G.E – L.O.S.S (Laundered and Orphaned Sock Society)

I am totally loving this US campaign by GE! The concept is genius, and has been pulled together by their agency LBi US really well.

Rather than launch their new line of washing machines and dryers in the usual way (cross-section diagrams explaining how fantastic the spin cycle is, and that type of thing), they decided to take a more light-hearted and round-about approach and instead created a fake advocacy campaign – L.O.S.S (Laundered and Orphaned Sock Society) – complete with dedicated website and presence on both Facebook and Twitter.

The main video is funny and well made and can be seen on the main campaign site as well as on their Facebook page.

The content for the overall campaign has been put together with a really nice mixture of comedy and links through to ‘real’ product information.  Nice transitions which keep true to the overall concept.

They have also created an app on the website which allows you to create a missing poster for your sock:

This poster then acts as a viral tool to spread the campaign message. Interestingly they have taken the decision to host this app on the website as opposed to their Facebook page, even though they do link to it from there. A lot of companies seem to be opting for Facebook apps instead at the moment.

Apparently, they seeded lots of ‘mum bloggers’ with the campaign video initially as well as a fake press release from L.O.S.S. This is a really nice approach and one which paid off for them, giving their campaign a fantastic (and much deserved!) launch.

3. Ikea – Bedroom makeover

In an attempt to tap into the crowdsourcing trend, Ikea Hong Kong have just launched a ‘Bedroom makeover’ competition as an extension to their existing  ‘Happy Inside’ message – highlighting the merits of living an organised life (could do with a bit of that myself!).

To take part in the competition you simply upload a picture of your (untidy and disorganised) bedroom to their Facebook page. Ikea will select 3 from the top 10 most voted for entries who will be invited to a 90 second shopping spree at their store, and ultimately a $10k makeover prize.

Nice to see that the Happy Inside message is threaded through all their digital presence – especially their main website. Overall I think the idea behind the campaign is simple but effective. Shame that they only have around 18k fans to their page. Perhaps they should be working harder on integrating with offline?

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