Sony 48 Hours
A huge global Instagram event to launch the upcoming SONY Xperia handset that had an impressive 48h battery life, took place in 48 cities, over 48 hours. Led by 48 influencers, Xperia users were inspired to show us their world, through the lens of their smartphone – bringing key features to life on the way.
A piece of content was generated and shared every 20 seconds during the campaign’s 48 hour period. Influencer activity created 37.7 million impressions and drove the biggest ever increase in Instagram followers – with final global reach passing 13 million.