Sony Ericsson is shunning traditional marketing channels by launching a Facebook-only campaign to promote two new handsets, which will be available in selected markets in September.
The company, which has more than 5 million fans on the social networking site, unveiled the handsets on Facebook following a competition to find the four best video reviewers to give their opinion on the handsets.
The Sony Ericsson Mix Walkman is the latest in the firm’s line of MP3 player handsets, and comes with a new “Zappin” key which lets users preview the chorus of the next track to decide whether or not to play it.
It is also releasing the txt pro, which is designed for texting and social networking. The device features a full slide-out qwerty keyboard and comes with a “Friends” application for social networking.
Both handsets have 3″ touch screens and 3.2 megapixel cameras.
Sony Ericsson global product marketing manager Quentin Cordier said: “We wanted to take advantage of our extensive Facebook fanbase when announcing these phones, bringing the fans closer to both our products and brand.”
The company’s direct marketing is handled by Tullo Marshall Warren; Acxiom runs its CRM programme.
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