The Sony Ericsson Open is a world-class tennis tournament held in Miami, FL. As a title sponsor, Sony Ericsson has ample opportunity to integrate its brand into many components of the event, including on-site activation, corporate hospitality, off-site events and local market retail branding. For the event, ALPHA designed and planned the Sony Ericsson Experience, incorporating product images with a dynamic use of lighting to create an alluring experiential booth. The booth served to combine the presence of both Sony Ericsson and Best Buy Mobile.
Beyond booth design, ALPHA developed a traffic-driving digital prize wheel that mimicked the overall look and user interface of Sony Ericsson’s new flagship device. The innovative wheel generated lines of over a hundred people each time it was in use. In addition to onsite booth elements, ALPHA designed two full-page print ads for the tournament program and the daily tournament newspaper as well as a mini-brochure that provided additional product details for interested booth attendees.
Offsite, ALPHA supported Sony Ericsson by managing a team that appeared at Miami hotspots to promote Sony Ericsson’s products. The events featured player appearances, product demos and branded giveaways. Lastly, ALPHA was involved in the planning and coordination of a hospitality weekend during the event for Sony Ericsson customers and channel partners.
ALPHA’s structured and organized planning led to a nearly flawless execution, making the Sony Ericsson Open an enormous success.