Sony Ericsson Mobile Communications International AB: The Sony Ericsson Fanwalk to the MTV EMAs

This case study describes the partnership deal between Sony Ericsson and the MTV European Music Awards.

Sony Ericsson Mobile Communications International AB: The Sony Ericsson Fanwalk to the MTV EMAs

Sony Ericsson (SE) has a strong brand heritage in music – a key driver for an innovative image. The brand strategy was to build on this and form credible communication platforms with partners, creating deeper engagement with the consumers and resulting in increased sell-through.

MTV is the most passionate and trusted source of music for European youth. So why not leverage this strong image for SE. In 2006, the partnership with MTV European Music Awards (MTV EMAs) began. The classical sponsorship approach led to success in...

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