Pick'n'Mix

Objective

Pick'n'Mix was built to give the Xperia X8 — Sony Ericsson's entry-level Android handset launched in Q4 2010 — a piece of on-site entertainment to sit alongside its launch content, rather than a static spec sheet. Sony Ericsson kept the game inside its own "My Xperia" microsite so visitors could engage with the X8 launch without leaving the brand's site or installing anything on a phone. No brief or campaign objective for the game itself survives beyond that placement.

Solution

A visitor found Pick'n'Mix by browsing to Sony Ericsson's "My Xperia" microsite and opening its dedicated game section, reached as one tab of the site alongside the rest of the Xperia X8 content. It ran straight in the browser — nothing to download, no app-store detour, no client software on the phone. Beyond that point of entry, no record of what the screen actually showed or asked the visitor to do has survived, so the play itself can't be described here.