Sony Ericsson has been the title sponsor of the Women's Tennis Association (WTA) for the last five years. How could they engage a new and younger audience to create interest in the sport and illustrate Sony Ericsson's 'most entertaining smartphone' positioning?
The Extraordinary Idea: Give the audience a unique insight into tennis and create content that they can engage with. We created Xperia™ Hot Shots, an online TV show that follows six young female players on the WTA tour and allows their worlds to collide with the world of entertainment to produce compelling content.
Over 820,000 fans engaging on Facebook and more than 3.5 million views of the YouTube content