CeO Creative

For this enormously complex global competition, I shepherded content for the game, competition terms and conditions, activation in social media, and winner notification through many rounds of changes between our agency (Punch), several Sony Mobile teams (social, central marketing, legal, product) in London and Sweden, the prize-fulfillment agency, and the German interactive agency building the application.

I helped plan and write the communications, align T&Cs with legal to meet global regulations and local requirements in primary markets, wrote in-app copy for the game, and assisted with optimizing the user journey – as well as incorporating feedback from the global head of digital marketing and the deputy general counsel at Sony Mobile.

The Xperia Smart Challenge drove awareness, preference, acquisition and advocacy, performing approximately 40% above average in comparison to regularly scheduled content and 71% higher than previous Facebook competitions in terms of entries and engagement.

I acted as the editorial lead for Punch on content creation and calendar management for the global launch of Xperia Z at CES 2013, which was the most successful ever at that time. It had the most engagement for a PA post on Facebook and Google+, where it trended on the What’s Hot tab. Xperia Z became the product with the most social media buzz at CES that year. Here are the PA posts for Facebook and Google+, as well as copy I wrote for the corresponding YouTube video.