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April 2008 - Strategy Magazine
Upfront

Sony Ericsson focuses on mobile photogs

by Annette Bourdeau
page 9

Calling all camera phone artistes.

Mississauga, Ont.-based Sony Ericsson Canada has launched an online contest to find "Canada's Next Top Mobile Phone Photographer," in a ploy to catch the attention of camera phone enthusiasts. Contestants can submit photos taken with any mobile phone to the microsite Sonyericsson.com/ca/thesearch, where there is an abundance of product info about the new Sony Ericsson K850i Cyber-Shot five-megapixel camera phone.

Three finalists will each receive new phones and be invited to submit an outstanding photo taken with the K850i for a chance to win the grand prize of $10,000 towards a "picture-perfect" vacation.

"We're targeting 'experiencers;' people who are looking to get more out of their phones," says Jennifer Bromley, Sony Ericsson's head of marketing, adding that the new model has the same features a digital camera does, like zoom and red-eye reduction. "Our key point is that with this phone, they no longer have to carry a camera with them."

Aside from a PR push, the contest will be promoted exclusively online, with banner ads on sites like Flickr, MySpace, PhotoBucket and the Globe and Mail Day in Pictures section. The contest will be judged by Canadian Idol winner Brian Melo, web media specialist Amber MacArthur and photographer Peter F. Burian.

Sony Ericsson worked with Toronto-based agencies The iPR Group and Mediaedge:cia, as well as Iris' New York office on the promo.

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