We created www.dancewithbob.com which was the platform for all the campaign`s activities – promotions, video uploads, media partnerships - associating the phone with one France’s coolest DJs.User Generated Content: using the best uploaded videos, we created a 2 minutes short-programme broadcasted on TV music channels in exchange of free sponsorship and content deals with Sony Ericsson.

Results were five times the initial forecast!W580i entered the market in 3rd position, a Sony Ericsson handset record!250,049 visits to dancewithbob.com, 120 clips uploaded and 100,000+ votes.Bob Sinclar sold more albums through the W580i than in-store: 300,000 albums embedded in the W580i mobile.