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Building a smartphone brand from the ground up

Over the course of the last six years Wolfstar has worked with Sony to develop the Xperia brand story through PR, social media and content strategy for every product launch from Xperia X1 to current 2013 flagship, Xperia Z.

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At a glance

  • Running a social media newsroom for blogs and digital press releases with an engaged following of around million people, an RSS following that includes every tier one tech outlet, and more than 6x the influence than any competitor press site.
  • Editing a dedicated PR Twitter stream with 11k+ media and analyst followers, within social media ecosystem of corporate Facebook, Twitter and Google+ presences.
  • Acting as the lead global agency for the “PlayStation” phone, Xperia PLAY launch – and creating world’s first live content press release in the process. Press assets from this site were downloaded 2k times during hour-long announcement.
  • Playing a key role in communications around Sony’s €1billion acquisition of the Sony Ericsson joint venture; launch messaging and content strategy of the first “one-Sony” smartphones, Xperia NXT series through 2012.

Our work with Sony Mobile

Wolfstar has been retained by Sony Mobile Communications since late 2007 for lead global online public relations strategy – after launching the first Xperia smartphone (X1), Wolfstar has been responsible for driving the Xperia story as a premium smartphone brand.

After bringing Sony Ericsson’s final flagship Xperia PLAY to market and supporting comms for Sony’s €1billion buyout of Ericsson, Wolfstar was tasked with managing the Xperia brand’s transition into the wider Sony group.

With online communications for Sony’s first smartphones, Xperia NXT series, and entire portfolios through 2012 and 2013 (including current flagships Xperia Z and Xperia Tablet Z), Wolfstar continues to counsel senior Sony leadership as its mobile proposition plays an ever-greater role in the evolution of this tech giant.

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