Sony Ericsson UGC Contest

Role / Creative Strategy, Creative Direction, Concept Creation, Script Writing, User Experience, Client Management, Producer

To promote their Cyber-Shot mobile phone in Latin America, Sony Ericsson partnered with TNT Latin America to create a unique on-air promotion.

I pitched a UGC contest asking viewers to visit a custom mini-site and view a story board sequence with a missing part, then upload a photo and write a short story to complete the sequence. With client approval, I wrote and produced the call-to-action spot, working with designers to create the motion graphics. I supervised the creation of the Sony Ericsson-TNTLA mini site with upload mechanics, and communicated with the client regularly to ensure that their targets were being reached and their brand was integrated appropriately. When the promotion was complete, I established a team to evaluate entries and select winners in each market [Mexico, Argentina, Venezuela, and Brazil]. I then wrote and produced on-air spots for each winner highlighting their submission.

The version below contains Spanish audio.