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.