Iris inspires Sony ambassador programme

Sony Ericsson is launching an advocacy-driven ambassador programme, through iris Experience, to bring its partnership with live music event Ibiza Rocks to life for a UK audience.

Sony Ericsson's partnership with live music event Ibiza Rocks will this summer manifest its reach beyond the Spanish island through an integrated marketing campaign.

Now in its fourth year of promoting Sony Ericsson's Walkman range of handsets, Ibiza Rocks has been central to the brand's commitment to deliver enhancing entertainment experiences through live events and bespoke content.

Along with a comprehensive media campaign targeting an audience of 18 to 24 year old 'pioneer youth', iris Experience has developed an advocacy driven ambassador programme, which will bring Ibiza Rocks to life for a UK audience.

A competition has been drawn up to invite budding promoters to submit their ideas on how they would host the ultimate Ibiza Rocks party via online music community xtaster.co.uk.

The entries will be judged by a pool of advocates from the xtaster.co.uk network and the winners will receive full support to bring alive their very own UK rock-fest.

Sony Ericsson will also challenge each winning host to capture as much of the action on Sony Ericsson handsets.

Highlights from the parties will be seeded through a network of over one million influential youth figures via mobile and online social networking sites, where the best party and content will be voted on, and the host rewarded with a trip to Ibiza Rocks' closing gig on 9 September.

The line-up for the series of weekly live gigs includes popular bands The Fratellis, We Are Scientists and The Zutons, with more acts being confirmed in the coming weeks.

They will be held at 'secret' locations in Ibiza every Tuesday evening from 17 June until 9 September.

Richard Dorman, Senior Marketing Manager at Sony Ericsson, said: "As we move into year four of the partnership, our activation plans are more sophisticated than we've attempted before.

"Ultimately, we plan to bring back the magic of Ibiza Rocks to a much wider audience in the UK, via a blend of content, partners and relevant targeted initiatives".

Henry Scotland, Managing Director of iris Experience, said: "The Ibiza Rocks partnership has evolved again this year, cementing Sony Ericsson's place as a leading music and entertainment brand.

"The effective leverage of the event content through the relevant mix of media channels and partners is key.

"Alongside that, tapping into the emerging role of advocacy is central to leveraging the partnership to a UK audience and increasing the reach".

The UK audience not lucky enough to make it over to the island will be able to enjoy the highlights of Ibiza Rocks as Channel 4 and their digital offering, 4music will run weekly half-hour shows commencing 21 July, showcasing footage of the gigs, behind the scenes interviews and action from the island.

Sony Ericsson is also a joint sponsor of the Ibiza Rocks Hotel, which launched earlier this year.

iris Experience has created a comprehensive customer journey to enhance each guest's holiday on arrival in the hotel, with Bluetooth pods offering free gifts and merchandise such as Ibiza Rocks towels, phone wallpaper, bags, beach games and drinks vouchers.

To bring the entertainment experience to life, Sony Bravias will be displaying content from gigs in various public areas throughout the hotel for all to enjoy.

Guests can also hire music speakers, phone chargers and poolside inflatables to complete their holiday experience.

Ibiza Rocks with Sony Ericsson will be the only event in Ibiza to offer mobile ticketing, and at each gig promotional teams will be communicating key messages to holiday makers and be on hand with Hypertag to distribute content.

A bespoke website has also been created to host exclusive content, which includes interviews with the bands, back stage action, unseen footage of the artists and exclusive tracks.

A social network style microsite off-shoot and online seeding programme has also been developed by iris as part of the digital strategy.

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