As Sony Ericsson projection film staged in a city capital has drawn crowds of around 10,000, with almost 40,000 more viewing a recording of the event on line.
The mobile handset manufacturer staged the happening to launch its new Satio, Aino and Yari products, as well as highlighting Sony Ericsson’s recent rebranding
The branded content projection on the facade of the city hall in Vilnius, Lithuania was the culmination of a teaser campaign.
Entitled, ‘When Fairy Tales come True’ the storyline tells how Sony Ericsson Space Hoppers are characters, that party in Vilnius' city hall every night when ‘real’ people leave the building.
The film contained both attributes of new Sony Ericsson visual branding (liquid identity) and part of the phone campaign, including the music from TV commercial.
An estimated 10.000 people visited city hall square to see the projection with tens of thousands more watching since on YouTube.
“There was also huge PR coverage with interviews and reportages on national TV, articles about the projection on all national and regional newspapers, and articles with photos all over the internet,” PR Manager, Sales and Marketing Nordic & Baltic for Sony Ericsson, Gustaf Brusewitz told UTalkMarketing.
The event idea was created and produced by Skaiste Dragunaite & Vladas Litvinas (Publicum Media).
To see how the ‘When Fairy Tales come True’ play the video below.