The FIFA World Cup is coming to town on April 1st and Sony Ericsson are planning a special VIP party. In order to attend the VIP party, football (soccer) fans have to earn their ticket. They will compete to win the ultimate prize by showing their passion! On March 28th in Lakeside shopping center in Essex, 25 selected candidates will press their lips against a trophy structure. The one who can pucker the longest will win a VIP party in London with the actual trophy. They will get some cool SE prizes like a C510 camera phone and a Sony Gigajuke music system.
I've been working with iris Experience, the designers of the competition to promote the event through conversational media. Mainly Facebook and Twitter. It has been an interesting experience managing a campaign of this nature. First I created a Twitter account, www.twitter.com/Kissthecup, a Facebook group and event. I contacted everyone I knew shortly after. Then the real work began. Researching and contacting the right people takes time.
The event is only a few days away and I'm still talking to people about it. The VIP event is really exclusive and I don't even think I'll be able to attend. We did manage to secure a position for an Official Twitter Journalist for the event. This is an ongoing journey that has been fun, but challenging at times. Campaigns that are led by conversations tend to be dynamic by nature and require adjustments as conversations stray off topic. I'm glad Sony Ericsson was open to this type of communications. It is proving to be an excellent case study into the mechanics of engagement. I'll write more about in the near future. So far so good.