Sony Ericsson tunes into mobile music

Singapore - Sony Ericsson has launched a new Bluetooth-enabled experiential marketing campaign at bus stops along the Orchard Road belt in an effort to promote its W880i Walkman phone.

The campaign aims to show the phone's technological capabilities and features five three-dimensional phones built onto bus shelter posters. The outdoor creative replicated the phone's music interface to allow users a real experience of the phone, with giant buttons to scroll through a song list where 20 30-second tracks are available for download via Bluetooth. The campaign rolls out today and runs for six weeks and is targeted at youths and young adults aged 15 to 29 years old.

"Our consumers are tech-savvy and will enjoy enhancing their mobile music experience with the downloadable tunes - it also gives us a chance to emotionally bond with our consumers and reward them,"Jack Tan, head of market unit, Singapore and Brunei, Sony Ericsson Mobile Communications said.