Sony Ericsson uses drama to launch XPERIA mobiles

By Staff, campaignlive.co.uk, Monday, 22 September 2008 11:40AM

LONDON - Sony Ericsson will tonight launch a nine-part digital drama series to promote its new XPERIA line.

Sony Ericsson...new digital drama series

Sony Ericsson...new digital drama series

The series asks "who is Johnny X?" in a high-octane digital campaign for its new sub-brand.

Produced by Dare, nine fast-paced episodes will appear on whoisjohnnyx.com in the space of three weeks, with the first episode airing tonight. 

Each episode, which is between two and three minutes long, will follow Johnny X as he uses his Sony Ericsson X1 to try to piece together elements of his life following his kidnap by a gang.

Filmed in the style of an intense action film, Dare has also come up with a teaser trailer, which shows snippets from the episodes.

These include a dramatic car chase and scenes of the hero obtaining clues to help himself find his true identity, in a style reminiscent of the film Memento. 

The trailer ends intriguingly with Johnny looking straight into the camera and stating "this is not a hoax".

As well as playing on the lead site, the content will also be distributed via online advertising, mobile phones and video-sharing sites.

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs