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CAMPAIGN: Johnny X to feature Sony Ericsson's new Xperia X1 Windows Mobile Smartphone [UPDATE]
Posted by Arne Hess - on Tuesday, 09.09.08 - 13:19:33 CET under 02 - Windows Mobile News - Viewed 17990x
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You might wonder who Johnny X is - right? Well, you can find the answer under
Following Sony Ericsson's good tradition to sponsor James Bond movies, for the launch of Sony Ericsson's first Windows Mobile smartphone, the Xperia X1, the company has created a fictional character (called Johnny X) who is the hero of an alternative reality thriller, using his (hopefully not so buggy) Xperia X1 to survive adventures.

Check out Johnny X adventures yourself to better understand what the Sony Ericsson Xperia X1 will be able to do for you too.

UPDATE: Brand Republic reports that the Who is Johnny X will also be seeded on YouTube and marketing activity will be supported by global print ads in selected titles and outdoor ads using the strapline "Life to the Power of Nine" (the Sony Ericsson Xperia X1 features 9 panels) to highlight the product's multi-panel interface. Press ads will run in titles such as i-D magazine, National Geographic and Wallpaper to reach the product's target audience of males aged 25-44.

Sony Ericsson's head of marketing Cathy Davies said X1 was one of the company's "strategic hero products", a title given to new launches which are deemed of critical importance in certain sectors:

"People are already aware of what the X1 is about so we are building an ‘intrigue' campaign in the buildup to its launch based around our digital drama. The launch of the X1 will come at a busy time for us as we are also preparing to roll-out a new imaging product in Q4 as well."
She added that Xperia would be a key sub-brand focus for Sony Ericsson for the next two years. "This is the first true Sony Ericsson sub-brand and we will use it to launch premium products."

A public relations campaign will also roll-out in the UK ahead of the launch of the X1 in October. It will include experiential activity as well as point of sale promotion.

Cheers ~ Arne

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Posted by Uli on 09.09.08 - 15:24:02

Is it Johnny X 'advantages' or rather 'adventures'?

Posted by Arne Hess on 09.09.08 - 15:39:14

LOL... Good point! Well, let's say thanks to the advantages of the Xperia he's surviving his adventures! wink But this happens if you edit such an article with xT9's word prediction from your Windows Mobile smartphone.
Thanks a lot - I've corrected it.

Posted by Nathan Rix on 09.09.08 - 17:27:34

that jersey in the pic has my last name on it, wonder why?

Posted by Arne Hess on 09.09.08 - 22:02:58

@Nathan Rix: Wow, at the end you are Johnny X? big_smile If so, please let us know more about the Xperia X1. wink If not, you should sue Sony Ericsson and claim a Xperia X1 to tell us more about the Xperia X1 later! wink

Posted by Jelster on 10.09.08 - 06:18:57

It's so hard to hold off on the Touch Pro while waiting on this to come out. The previews have been less than stellar and that SDK presentation didn't sell me on panels or UI changes to avoid the use of a stylus. I just hope they've put half as much effort into the development since those previews as they have in these marketing gimmicks.

Signed Mr Cynically Impatient. smile

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