Sony: Headphone Music Festival

A virtual festival, via your phone.

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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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