A record-breaking social campaign for a camera that, er, misses nothing

Sony Mobile were about to launch their new Xperia handset. It had new Predictive Hybrid Autofocus technology which essentially allowed users to take epic photos with little-to-no warning. They wanted a social campaign to show off this capability.

THE IDEA: #MissNothing. Live Everything.

#MissNothing captured what the new technology was all about - allowing users to get out there and live what they love, safe in the knowledge their phone was ready to capture amazing moments the second they happened. And it went global.

We got 16 big influencers who embodied the campaign - always on the move, living their lives to the full, never missing a moment - to get out there and capture inspiring shots.



Taking photos and breaking records

The campaign performed so well that it was bought by the global client. Social engagement was 36% above target - with nearly 10k unique mentions. Over 3000 shots were taken and tagged, and positive social sentiment towards Sony Xperia hit 92.9% during the campaign period. 

The subsequent global reach was 77% above target, making it Sony Mobile's highest reaching campaign to date.