Sony Ericsson was set to launch two new smartphones in Latin America: Xperia Arc and Xperia Play. “With an Xperia mobile phone you are only limited by your own imagination and creativity” was the concept that Sony Ericsson and MSN developed to create Xperia Improlive. The eight-week campaign showed how the award-winning argentinian improv group “Improcrash” took all their imagination and creativity out of the theatre and putting it online with Xperia as the sponsor. The audience submitted topic ideas to the improv group, who put them on scenarios they’d like to see and viewed new videos each week in Spanish and Portuguese. Every Friday, a special show broadcasted live to all Latin America allowing the user to interact with the artists through Twitter and Facebook.