Sony Enticed Attendees of 'Way Out West' with a Free Phone Swap
Laura McQuarrie — October 20, 2013 — Marketing
References: creativecriminals
Sony devised the 'Phone Swap' campaign to allow attendees of the 'Way Out West' festival to trade in their battery-drained phones and use a Xperia Z instead.
Since a number of the concert-goers own Apple iPhones, this was an incredible opportunity to get people to test out Sony's product. Sony set up a charging station where people could top up their phones and in the meantime, have all their contacts transferred to a Sony Xperia Z.
Throughout the festival, users who took advantage of the Phone Swap were enticed with free meals, prizes and backstage passes to meet some of the performing artists. Some lucky Xperia Z users won the chance to keep these phones after the festival. This is an ingenious way to get a large number of people to give a product a test run.
Since a number of the concert-goers own Apple iPhones, this was an incredible opportunity to get people to test out Sony's product. Sony set up a charging station where people could top up their phones and in the meantime, have all their contacts transferred to a Sony Xperia Z.
Throughout the festival, users who took advantage of the Phone Swap were enticed with free meals, prizes and backstage passes to meet some of the performing artists. Some lucky Xperia Z users won the chance to keep these phones after the festival. This is an ingenious way to get a large number of people to give a product a test run.
Trend Themes
1. Incentivized Phone Trades - Incentivized phone trades are becoming a popular marketing tactic to entice consumers to test out new products.
2. Festival Promotions - Promoting products at music festivals by enticing attendees with perks is a trend that is being utilized by businesses to increase interest in their offerings.
3. Cross-brand Promotion - Partnering with other brands and events for cross-brand promotion is a trend that businesses are using to reach broader audiences.
Industry Implications
1. Consumer Electronics - Consumer electronics companies can utilize incentivized phone trades as a way to increase product awareness at events.
2. Entertainment - Incentivized phone trades at events like music festivals can create unique experiences for attendees and generate buzz for entertainment brands.
3. Marketing and Advertising - Cross-brand promotions and festival marketing are disruptive opportunities for businesses to increase their brand visibility and engagement.
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