We developed a digital experiential strategy – Sleep Tomorrow – to demonstrate the product's ability to deliver music, gaming, messaging and imaging, 24 hours a day. A mega must-enter competition to win the ultimate experience – five days, five nights with five friends in five cities – was at the heart of the strategy, involving consumers and celebrities in creating the itinerary. We used a subtle combination of pan-regional and local broadcast, print, viral and in-store media to build word of mouth, centred around www.sleeptomorrow.com.

Sleep Tomorrow drove a 20% increase in take-up of the K500i and sparked 2,700,000 visits to www.sleeptomorrow.com – the highest ever number recorded on the Sony Ericsson website. In addition, 250,000 consumers clicked through to the K500i product information pages and competition entries exceeding targets.

The winner’s experiences were showcased online and broadcast on MTV News.