The Xperia X1 was one of Sony’s first Windows Mobile devices. With its slick design, touch screen, slide-out keyboard and full array of media options, it was the perfect choice for consumers who wanted both work and entertainment capabilities. Sony selected InMobi to build a word-of-mouth campaign to launch before the phone came out.
The campaign highlighted the phone’s lightweight design, sleek looks, and personalization options. Users who viewed the mobile video showcasing
the phone could forward it on to their friends. Colorful wallpapers featuring the phone’s features were also available for download.
For Sony Ericsson, the power of InMobi’s mobile network was immediately apparent around the Xperia X1 launch. Almost 85% of pre-orders were sent to buyers’ friends. When that figure was put alongside the number of wallpaper downloads and shared videos, it became clear that InMobi is pioneering new best practices in word-of-mouth marketing.