Sony Ericsson uses drama to launch XPERIA mobiles

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

Sony digital drama series
Sony 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 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.

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