page_title: Sony Mobile
section_title: Marketing campaigns
hierarchical_section_title: Sony Mobile / Marketing campaigns
caption_attribution_description: English: Sony Ericsson ad - "I love music"
context_page_description: Sony Mobile Communications Inc. is a multinational telecommunications company founded on October 1, 2001 as a joint venture between Sony and Ericsson, headquartered in Tokyo, Japan and wholly owned by Sony. It was originally incorporated as Sony Ericsson Mobile Communications, and headquartered in London, England, until Sony acquired Ericsson's share in the venture on February 16, 2012.
  On March 26, 2020, Sony announced that it will establish an intermediate holding company called Sony Electronics Corporation that will incorporate the three businesses that comprise its Electronics Products & Solutions segment effective April 1, 2020.
  Sony Mobile has research and development facilities in Lund, Sweden; Beijing, China; Tokyo, Japan; and San Francisco, United States. At its peak in 2007, Sony Ericsson, Sony Mobile's predecessor, held a 9 percent global mobile phone market share making it the fourth largest vendor at the time. In 2017, Sony Mobile held less than 1% global market share but 4.8% in Europe and 16.3% in Japan.
context_section_description: "I love"
  On October 2, 2006, Sony Ericsson adopted a new corporate and advertising identity inspired by I Love New York in which the circular Sony Ericsson icon is placed instead of a heart meaning "love". This would then be followed by words, initially simple ones such as "music" or "photography" and later by for instance "my hip hop loud" or "life captured". The branding was designed by the Wolff Olins consultancy. The campaign lasted until 2009 when it was replaced by multicoloured Sony Ericsson icons using Sony's slogan "make.believe".
  Social media
  During 2010, in 11 months, Sony Ericsson's Facebook fan count rose from 300,000 to 4 million to become the 40th-largest brand on the social networking site. The company aims to capitalise on this fanbase and increase engagement by profiling these fans and matching them to dedicated content. It will also analyse the top commenters on the Facebook page and ensure engagement through special content and offering these fans the chance to visit Sony Ericsson offices.
  Sports sponsorship
  From 2007 to 2014, Sony Ericsson / Sony Mobile sponsored the Sony Ericsson Open tennis tournament in Miami. According to the head of global marketing partnerships, Stephan Croix, “our sport sponsorships allow us to promote our phones in a subtle and authentic way to our fanbase. Our promise to fans is to enrich their experience during the game but also before and after.” Sony Ericsson Open was renamed to Sony Open Tennis in 2013.
  Sony Mobile is also a partner with the UEFA Champions League and sponsored the 2014 FIFA World Cup in Brazil.
caption: "I Love Music" ad banner in Madrid in 2006
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