The online “flash mob” will see more than 27,000 user-designed space hopper images, swarming the Yahoo! UK homepage at 3pm today (29 October).
The space hoppers have been customised by users over the last five weeks, who have been notified by email when and where their hopper will feature. A ticker on the website has been counting down since Thursday morning.
The event has been supported by display and video ads running on the Yahoo! UK network.
Dave Hilton, marketing director of Sony Ericsson UK and Ireland says: “This is a strong signal that our brand realignment and positioning as the Communication Entertainment company is a solid one.”
Warren Burke, European commercial director of global sales for Yahoo!, says, “This is truly a media first and is an innovative way to use the Yahoo! homepage to help Sony Ericsson connect with customers.”
The online “flash mob” is the latest phase in Sony Ericsson’s make.believe campaign, launched in September to reposition itself as a “communications entertainment” brand.
The campaign was created by consultancy Dare with media planning by MEC.