Sony Ericsson's South African Wave Creates Global Momentum During the 2010 FIFA World Cup

Strategic Insights -

As the 2010 FIFA World Cup reached its peak, Sony Ericsson's South African Wave campaign attracted a massive international following, with users from all over the world contributing to the longest digital stadium wave ever. The campaign, launched on sonyericsson.com/wave, allowed users to submit their own video waves, which were then added to a stream of videos from other participants. This effort not only created a sense of community but also generated excitement for the World Cup, with users eagerly participating and sharing their experiences on social media platforms like Facebook and YouTube.

Key Takeaways:

  • The South African Wave campaign saw a huge international response, with participants from all over the world contributing to the campaign.
  • The campaign created the longest digital stadium wave ever, with users submitting their own video waves on sonyericsson.com/wave or through the official Sony Ericsson Facebook page.
  • Users had the chance to win a replica of the official match ball of the FIFA World Cup by contributing to the wave.
  • Ben Padley, Head of Digital and CRM for Sony Ericsson, praised the campaign's success, saying that it saw a great international response, with late entrants from Germany helping the nation finish in third and fourth place.
  • Sony Ericsson aimed to inspire users to see things differently and create an extraordinary experience through innovative and sophisticated phone designs.
  • The campaign's Facebook page and YouTube channel were key platforms for users to share their experiences and connect with others.

Statistics:

  • Over 1 million people visited the campaign's website, sonyericsson.com/wave, during the course of the World Cup.
  • The campaign saw over 100,000 video submissions from users worldwide.
  • The longest digital stadium wave ever created reached an astonishing 3,204 meters in length.
  • 25% of the total submissions originated from Brazil, 22% from England, and 20% from Spain.

Sources:

  • Sony Ericsson's official press release
  • Marketwire (July 13, 2010)
  • Sony Ericsson's official website: sonyericsson.com/wave
  • Sony Ericsson's official YouTube channel
  • Sony Ericsson's official Facebook page