SBD/March 21, 2011/Marketing and Sponsorship

You Ought To Be In Lights: Sony Ericsson Launches Xperia Hot Shots Campaign

Tennis player Maria Sharapova yesterday “launched the Sony Ericsson Xperia Hot Shots -- a campaign that connects new media, social networking and reality TV to the world of tennis,” according to Ellen Horrow of USA TODAY. The concept of the campaign is that “six rising, young women's tennis players from six countries shine a spotlight on themselves and build their fan base and profiles through Facebook and YouTube.” The winner “receives a support package from longtime women's tennis sponsor Sony Ericsson.” Fans will have the opportunity to “vote for the winner, which will be announced during the U.S. Open in New York.” Sony Ericsson VP & Head of Global Marketing Partnerships Stephan Croix “conceived a campaign that would capitalize on the global reach and popularity of women's' tennis by utilizing the technology of the telecommunications company to help create new stars.” Sharapova was “intrigued with the concept and wanted to get personally involved, though mostly in a behind-the-scenes capacity.” The six players -- Dominika Cibulkova, Sorana Cirstea, Alize Cornet, Sabine Lisicki, Bethanie Mattek-Sands and Heather Watson -- will be “filming their own lives, giving viewers a backstage pass to their lives on the tennis court and away from it, while showcasing their personalities and interests.” Segments will be broadcast weekly on YouTube, and the players “will supplement their videos with interaction on their Facebook and Twitter pages” (, 3/20).
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