"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.
"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.
Sony Mobile