Sony’s ringing drink
I’m a big fan of experience marketing activations in movie theaters. I think the media allows you to be pretty creative, very direct and, most of all, to generate a great amount of talkability, at least in the city where the action takes place, and possibly also online if you do a good job seeding the case study video.
The latest good execution is made in Sweden, where CP+B came up with a pretty sweet idea to prove the Sony Xperia Acro S mobile phone is waterproof.
During the opening weekend of James Bond movie Skyfall they distributed free sodas by the theater’s entrance. Then, right before the movie began, they made the call. And the drinks in the lucky winners’ hands started to ring, allowing them to discover the Sony’s waterproof phone in their cups.