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A Viral Video for the Sony Ericsson w580i

 

Posted on September 5, 2007
David Billion

 

It all began at a café table. Bastian and Lenny, two students of media sciences, were sitting in a bar, relaxing. Then Lenny wanted to listen to a song on his Sony Ericsson W580i and started shaking the mobile to find the right song (one of the mobile’s new special functions). This naturally attracted the attention of the people around him and he had the idea to also shake a salt cellar, just to completely puzzle everyone around him. The two then decided to shoot a video featuring themselves running through the city and shaking everything they crossed in their path. That way the idea for a video was born: "shake it, don’t break it!"

On the dedicated website, www.shake-your-city.com, you’ll find only the video as a streaming. There is neither an embed code to blog it nor a send-to-friend option, neither do we learn how the brand actually got into contact with the two runners and shakers.

A good initiative to spruce up the brand’s image, but the fact that the action’s implementation is only basic does not help its propagation. A dedicated page on YouTube would have been a first step to boost viralization.


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