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Sabre award winning Best Technology campaign

Wolfstar launched the Sony Xperia PLAY, using the world’s first dynamic media newsroom and picking up our industry’s most important global award, an EMEA Sabre, in the process.

At a glance

  • Launch of ‘PlayStation phone’- Sony Xperia’s flagship product in 2011
  • World’s first dynamic, real-time, social media newsroom
  • Created ‘VIP Hub’ only available to selected influencers with access to exclusive video, image, and news content
  • Every top target media published official content: BBC, The Guardian, Engadget
  • News releases downloaded 2,000 times, viewed by media 35,000 times
  • Video content watched 2.5 million times
  • 276% increase in SonyXperia YouTube channel views, 192% increase in subscribers
  • VIP Hub concept voted as ‘best practice’ for development of film, music and entertainment communities for Sony Mobile
  • Shortlisted for SABRE award “Best Technology” Campaign



Wolfstar oversaw all public relations for the global launch of Sony Ericsson’s flagship product for 2011, Xperia PLAY. Wolfstar directed all communications research, monitoring, strategic guidance, messaging, online media relations and elements of the launch event, held on the eve of Mobile World Congress in Barcelona.

To make the campaign a success, Wolfstar organised three outreach activities to boost communications. These activities included the official product launch in Barcelona, the activation of an online Xperia Games VIP hub following the conference, and the transmission of the global games event tour live content stream, where Wolfstar streamed live updates from the Xperia PLAY task force team as they attended major gaming conferences around the world.


Following the conclusion of the event tour, Wolfstar launched the Xperia Games VIP hub, an online stream featuring constant product updates. This exclusive news content was only available to selected influencers, who accessed the site by entering their Twitter handles. The hub gives Sony Ericsson a controlled platform to provide influential media with exclusive access to video, imagery, news, live streaming and web chats. It is content the media wouldn’t get easily elsewhere, all in one engaging environment.

The VIP hub concept was noted as a 2012 best practice for development of film, music and entertainment communities for Sony Mobile/ Sony Ericsson.

Social media activations

The Xperia PLAY task force attended the world’s leading games events including GamesCom (Cologne) and Paris Games Week. From these events Wolfstar transmitted live feeds of rich content to PLAY fans via Sony Ericsson’s rapidly growing global social media platforms. The content, which included trailers, filmed interviews with key developers at the games show, behind the scenes photos and web chats, was distributed across all key global market units and used to highlight the growth of the PLAY ecosystem. It was also used to announce breaking new titles, developer partnerships and attract ‘Indy’ game developers to the Sony Ericsson stand to check out PLAY’s capabilities.


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