Code and Theory worked with advertising agency Organic for the launch of Sony Ericsson’s new Walkman phone. Code and Theory and Organic came up with an abstract idea that was based around a media buy. Collaboratively, we came up with 20 characters that would ultimately be spread out across multiple sites, but whose stories would all be connected somehow to a common plot. The user would be able to stumble into the story at any point and click on multiple banners to get to the story’s end. For example, a user on ESPN may view a sports fanatic narrating a 30-second cross-section of the story in a banner, then click on it to be launched into the next sequence being narrated by the sports fanatic’s friend (a technology guy living on Engadget). Once engaged, the user would continue to view pieces of the story through different characters on different sites until the story was finished.

At any point in the story, the user could find out more information about the phone product site. At the site, users could view all of the stories as well as find out the following information about the phone: technical information, video, and photo galleries.

Code and Theory shot all of the stories, built the site, and secured the advertising buy.