Campaign overview

Sony Mobile Italy approached Hotwire to develop a campaign with the aim of expanding online awareness and creating advocates for the Sony Mobile Xperia series. The company wanted to build buzz and social engagement experimenting new ways of communication.

What we did

Our approach was rooted in insight. It began with a thorough audit of the Italian online community to identify the right bloggers and influencers from the worlds of fashion and wider lifestyle. We then identified the right way of communicating Sony Xperia’s value through live experiences.

We initially launched the #XperiaCreators project, a social campaign that invited consumers with relevant social influence to share compelling stories with the Sony Mobile world. Having seen the ongoing success of the #XperiaCreators campaign, we were asked to create a parallel campaign to support the launch of the new Sony Xperia XZ smartphone.

The campaign was built around a product seeding programme aimed at ‘cool’ bloggers and influencers drawn from a wider range of backgrounds to promote the new powerful features of the device. These included a Japanese tattoo artist, a food blogger, a personal trainer, an ‘it-girl’ and a barber each of whom were provided with handset and headphones. All then were invited to make Instagram and Twitter posts using #Xperiaambassador. This content was amplified through select paid campaigns to maximise reach and attention.

We also engaged with the Instagram community, selecting 6 top profiles to build up a photography campaign based on the camera features of the new smartphones.


Sony Mobile experienced a tremendous uplift in social buzz as a direct result of this campaign activity.

This was supported by strong media coverage and positive product reviews in the consumer tech and lifestyle media which in turn drove store traffic and device sales. In the 12-months of the programme, more than 1,200 stories were posted resulting in 58,000 interactions from Sony Xperia’s target audience. The popularity of the Xperia ambassador campaign was evident from the 10,000 video views and, most importantly, the addition of 293,000 followers to the Sony Xperia Instagram account in just one month and 33K likes.

Global reach.
Local flavour.