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Sony Ericsson 'St Mary's Ghost'

Sony Ericsson has launched a viral campaign and microsite to drive awareness of the new Sony Ericsson Walkman W595 handset in the run-up to Halloween.

The viral uses classic scary movie cues before a dramatic final climax to build buzz around the W595 handset.

The viral is part of the latest phase of Sony Ericsson’s ‘I (SE) beating boredom campaign’ for the W595.

The browser window shows a split-screen of four night-time CCTV views of a hospital interior. In one streaming, a night watchman sits at a desk watching a computer screen but is startled when his mobile phone rings.

The viewer watches as he ends the call, rests the phone on the desk and goes to investigate. Upon finding nothing, he gets into the lift to head back to his office. His mobile phone rings on his desk while he is in the lift and the viewer is left to come to their own conclusion as a terrifying force takes over his office and the screen switches to a close-up of the mobile’s caller display, which shows the viewer’s name and number.

After a moment, the viewer’s own mobile phone rings and when they answer, they hear the eerie sounds of the scene they are watching in front of them.

At the end of the viral, Sony Ericsson asks the viewer to “Share and Scare” their friends by entering their friends’ details, thus sending the viral on, giving the sender the opportunity to win a W595 handset.

The digital campaign is being supported by direct mailings of phone socks containing phone guides, as well as in-store promotions and experiential activity, all created by creative agency iris.

There will also be further online and press advertising.

 Brendan Johnston, head of Marketing, Global Customer Unit, Hutchison, Sony Ericsson, said: “The viral is compulsive viewing and leaves viewers with no choice but to forward the message and ultimately the product onto their friends.”

Iris created the thriller-style viral to fit in with the Sony Ericsson brand values of energised experiences.

The video has been made available to nearly 600 sites across the UK and Italy, with an emphasis on tech, lifestyle and mobile sites. A 'spooky' chart has been created on the Viral Video Chart, which has enabled Unruly Media to identify and contact influential bloggers in the space to initially make them aware of the campaign, and also invite them to host the content on a commercial basis.

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