Sony Ericsson’s latest campaign bears no resemblance to its movie namesake (the 1991 parody of Top Gun), and is in fact a new YouTube-based entertainment /sport hybrid show set to debut in March of this year.
'Xperia Hot Shots' will offer up a behind the scenes insight into their lives of six Women’s Tennis Association (WTA) stars, both on and off court, as they attempt to gain a sponsorship deal with the mobile brand.
The six female tennis players will record and share content from their Xperia handsets as their embark on a 52 city tournament tour, taking in locations such as Miami, Wimbledon and Beijing. In addition to the sporting events Sony Ericsson will also give the players exclusive access to the worlds of music, film, gaming and fashion, in a bid to grow their online fan base. The player with the most online fans at the end of the tour will net themselves a sponsorship deal.
International tennis star Maria Sharapova kick-started pre-emptive marketing for ‘Hot Shots’ by teaming up with Melbourne street artist, Dvate on a photo shoot, whereby the two collaborated to unveil a tag and logo for the competition.
“At Sony Ericsson we love tennis, and with Xperia Hot Shots we’re bringing entertainment in to this world, making it even more appealing to youth audiences globally,” said Stephan Croix, VP, Head of Global Marketing Partnerships at Sony Ericsson.“We’re taking cues from reality TV and are combining it with edgy and exciting entertainment to create a pioneering new genre of online TV show that innovates in the world of sport.”
Visitors to a dedicated Facebook page for the campaign can win tickets to the official launch of the promotion at the Miami Open in March by clicking the ‘Like’ button