Sony Ericsson conducts Music Maniacs promotion
Toronto-based Sony Ericsson Canada has begun an online promotion in support of its Walkman line of music-playing cell phones. The promotion is based on a new website located at <http://www.mymusicmaniac.ca>, at which visitors can create digital characters to use on their phones and on various social media websites. The promotion also includes a contest, the winner of which will win a trip to a Foo Fighters concert at an undisclosed location. The initiative began on Oct. 22 and will run for six weeks. Online advertising has been placed on a number of music and lifestyle websites, including MuchMusic, AOL Music, Gawker Media sites, Dose.ca and TMZ.com. Video content has been uploaded to Facebook.com and YouTube.com. Sony Ericsson is also sponsoring six weekly newsletters from Eye Weekly and Georgia Straight. "Our Music Maniacs media campaign will increase online community involvement and strengthen the emotional connection people experience with the music they listen to on their Sony Ericsson Walkman phone," said Michelle Digulla, president of Sony Ericsson Canada. "Music Maniacs lend themselves perfectly to the social online experience because individuals are able to post, modify and exchange their creations amongst their friends." The creative was developed by Iris New York. Media buying was handled by MediaEdge of Toronto. Public relations are being conducted by The IPR Group of Toronto.