Mar 21, 2011 at 03:33 PM
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Sony Ericsson Matches Tennis & Reality TV For New WTA Webisode

Sony Ericsson has launched their 2011 WTA activation with a new social media program called Xperia Hot Shots. The gist of it is that Sony Ericsson is giving 6 rising stars on the Tour an Xperia smartphone to chronicle day to day life as they travel the world on the tour. Fans can follow their homemade videos on Facebook, Youtube and other social media channels and vote for their favorite, who could win €100,000.

“At Sony Ericsson we love tennis, and with Xperia Hot Shots we’re bringing entertainment in to this world, making it even more appealing to youth audiences globally," Stephan Croix, VP, Head of Global Marketing Partnerships at Sony Ericsson said. “We’re taking cues from reality TV and are combining it with edgy and exciting entertainment to create a pioneering new genre of online TV show that innovates in the world of sport.”

For more on the Xperia Hot Shots program, check out the kick-off video from Sony Ericsson.