Creativity

Sony: Headphone Music Festival

A virtual festival, via your phone.

Published on Feb 15, 2013

Editor's Pick

In Japan, to get people interested in its specialized smartphone headphones (rather than just using existing sets), Sony created a virtual music festival using augmented reality. Consumers could listen to the festival on the streets and in stores.

Using Sony's proprietary 3D augmented reality technology, SmartAR, agencies Naked Communications Tokyo & Frontage Inc created original AR videos with four best-selling local rock groups. People were able to 'attend' the festival via their smartphones, or at various retail outlets and electronic stores across the country. At each venue, Sony offered a free trial of the headphones.

The virtual festival attracted over 460,000 fans while the featured headphones, MDR-1, became the number one selling headphone last month on price comparison e-commerce site kakaku.com.

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About

Credits

Date
Feb 15, 2013
Agency:
Frontage, Inc
Agency:
Naked Communications - Tokyo
Client:
Sony
Production:
Kazekan
Production:
MTV
Production:
Plannet
Production:
P.I.C.S.

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