Communication about mobiles is often a battle of technical facts and a matter of novelty.

But how do you draw consumers into a physical online experience based on Sony Ericsson's “Energized Experience” brand promise? You start by bringing the mobile handsets to life.Sony Ericsson WorldQuest.05 is an addictive global reality game with 6 live contestants, 1.300.000 online players competing simultaneously, 6 live challenges in 6 cities worldwide, starring 6 Sony Ericsson mobile phones, during a 12 day period. The Sony Ericsson mobile phone is the hero and helps to complete all challenges. A combination of content, believability and engagement.

The 12 week campaign is divided into different stages: a teasing stage to create hype; an online application & nomination stage to apply and become one of the 6 live contestants (generating huge informal PR coverage); a 24-hour online voting stage where the registered audience choose their 6 live contestants out of 30 nominees, a 12-day gaming stage.The 6 live contestants compete to become ‘Master of Mobility’ using their mobiles in tasks built around specific phone features.

The online players compete in online games simultaneously and follow the live contestants via real-time online video, blogs and photo diaries.