Throughout this 2 week campaign, the scary creature (2.30 metres and 300 KG) will carry out a pitiless guerilla attack against social media influencers to prevent the promotion of the smartphone. Millions of viewers will follow the adventure of the Orc in a 4-episode digital mini-series mixing comedy and hidden camera films with real journalists, real bloggers, real Facebook fans and real fear…But after his violent start, the Orc will finally find an agreement with Sony Ericsson. The Orc will even become the official ambassador of the smartphone, expressing his persuasive talent in the official product demo, the video banners and the cinema commercial.

With more than 6 millions viewers, the digital series broke the advertising record of the first French video platform, Dailymotion.

With up to 90% of earned media, the guerrilla of the Orc became the must-see series on hundreds of blogs, including the tricked bloggers’ sites.

And the video banners reached 15% click rates in the first day.

Those astonishing results lead Sony Ericsson to name the Orc “employee of the month!”