Sony Ericsson launches Bond-themed digital campaign

by Fiona Ramsay, Marketing 20-Oct-08, 13:56

LONDON - Sony Ericsson is today launching its global digital campaign to tie in with the new James Bond film, 'Quantum of Solace', using its association with the film to promote the C902 Titanium Silver Cyber-shot phone.

A new microsite, created by agency Iris Digital, hosts Directive C902, an interactive game that puts a player's secret-agent skills to the test across four missions. Filmed in the style of a spy thriller, each successfully completed mission delivers a code that unlocks an exclusive mobile-phone application and grants access to the next level of the game.

Players are invited to enter a competition to win a VIP trip to Monte Carlo and experience the Bond lifestyle first-hand. The website also hosts the film trailer and provides further information on Sony Ericsson phones.

The soft launch will begin this week through an email marketing campaign, and online media will start to drive people to the site today.

TV, cinema, outdoor, press and point-of-sale materials have also been created as part of the ‘I [SE] Bond. James Bond' campaign. The ‘slither' design image featured throughout the campaign was created to provide a glimpse into the world of Bond and highlight the area that emerges when the C902's unique sliding lens cover is activated, allowing the user to ‘be ready for any challenge'.

The integrated campaign will run in more than 42 countries.