| Title | FIFA WORLD CUP COMPETITION |
| Brand | SONY ERICSSON |
| Product / Service | AUGMENTED REALITY GAME |
| Category | C03. Other Digital Channels |
| Entrant | CHERRYPICKS Hong Kong, HONG KONG |
| Entrant Company: | CHERRYPICKS Hong Kong, HONG KONG |
| Advertising/Web Design Agency: | CHERRYPICKS Hong Kong, HONG KONG |
Credits | |
| Name | Company | Position |
|---|---|---|
| Jason Chiu | Cherrypicks | Executive Officer |
| Samson Sin | Cherrypicks | Manager, Creative and Service Planning |
| Vincci Pun | Cherrypicks | Manager, New Media |
| Cheung Ka Man | Cherrypicks | Senior Software Engineer |
Sony Ericsson is the official sponsor of FIFA World Cup 2010. The objective is to perform a branding campaign with a new interactive experience and reinforce Sony Ericsson as a communication entertainment brand. With the World Cup period, the biggest challenge is how to stand out from numerous heavy duty marketing campaigns. We have adopted a bold strategy with the use of Augmented Reality technology (AR). The campaign was designed to perform on its own merit at an outdoor site and on website. The website was marketed via facebook only without additional above-the-line, below-the-line or digital marketing support.