Turn off the lights, and get ready to play tennis at night with Sony Ericsson. No, it’s not an advergame, but it’s a cool party concept they’ve launched in Spain last year and they recently replicated in Miami. It’s called “Night Tennis” and it consists of a tennis court transformed into a disco or, the other way around, of a disco transformed in a tennis court. Dark atmosphere, fluo lines, and two tennis players who try to it hit the ball in the dark while DJ Paul Oakenfold plays the music. The balls, court and net along with player’s shirts, skirts and shoes are fully UV reactive, and each game is highlighted by beats and light shows. Sport meets technology meets clubbing, a perfect combination to hit the cool-young target. As you can easily understand from the tone of this post, I love the concept, and I’m happy to see creativity applied to presence marketing. This is definitely something you can call emotional marketing!
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