There are several top manufacturers on the smartphone market, but only a couple of them have truly won our hearts. Among them we can mention Apple, which is soon going to launch its fifth-gen iPhone, and Samsung, which has already launched the Galaxy S3 in many countries. There are also other companies that make good phones, but aren’t that popular… yet. Along with Nokia, LG, and even BlackBerry, Sony’s now working hard to attract as many buyers as possible and stand next to Apple and Samsung.

I guess Sony’s recent PR campaigns are among the steps to reach that goal. The latest UK campaign is called Xperia Unleashed — Sony will set thousands of little robots from the Xperia adverts in and around London and Manchester, and on the web. If you manage to find one of those robots, just upload its alphanumeric or QR code in Sony’s Facebook page, and you’ll get the chance to win a number of gifts including Xperia smartphones, movie tickets, gig passes and DJ sessions. However, to find those robots, you either need to be very lucky or read Sony’s Twitter page that’ll contain hints on their locations.

It’s a unique campaign, and I am sure many Sony fans will enjoy it. But it’s a bit naive to think that a campaign like this can help Sony grab some market share from Apple and/or Samsung. The manufacturer will have to make smarter and stronger moves to attract its competitors’ users, for example, launch a device able to beat the upcoming iPhone 5 and the Galaxy S3. But Sony don’t have such a handset yet, so they have to be satisfied with what they have.

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