A few weeks back, I posted about a very clever and entertaining viral marketing stunt that had people acting like James Bond in a crowded station in order to get free movie tickets to Skyfall. I just wanted to update you because, at the time of that posting, I didn’t know the agency behind the event. Now I can tell you that it was Crispin Porter + Bogusky, an advertising agency about which I have written articles several times already. And it looks like they are at it again, with James Bond, too.
CP+B teamed up with Sony to promote their new Xperia Acro S smartphone – one of the first smartphones that is completely water proof. Sony wanted a practical way to show potential customers this particular feature of their new phone, so they asked CP+B to come up with a creative way to do this. Who in the world would need a waterproof smartphone? Why, Agent 007, of course. Who knows when he might find himself in an underwater battle, or in some beautiful women’s shower, with his phone in his pocket? Plus, partnering once again with James Bond seemed like a logical choice, as Bond is known for his high-tech gadgetry.
What they did was very simple – at several screenings of Skyfall in Stockholm, the movie theater handed out free fountain drinks to the audience members. Before the movie started, a video started playing. The man speaking in the video welcomes them to the movie, and then he brings up the free drinks that they received upon entering the theater. The man then asks everyone to be silent, as they announce the winner of a Sony Xperia Acro S smartphone – secret agent style. The number is dialed, and then all of a sudden, someone’s cup starts ringing. The startled audience member opens up the lid to find a brand new smartphone attached to it, submerged in the soft drink!
Not only did Sony align themselves with the uber cool James Bond, thus making their phone uber cool as well, but they were able to show off the phone’s most important feature. By submerging it in the actual beverage, and showing that the phone still works, everyone instantly knew that the phone was water (or soda) proof, just like Sony claimed. Another brilliant marketing event that goes to show you – sometimes all you have to do is actually show people what is remarkable about your product instead of telling them. Check out the video below: