Sony's Surprise Promotion

Sony Mobile manufactured a waterproof smartphone, called Xperia acro S. In order to demonstrate just how waterproof the phone is, the company organized a surprise promotion for the product. Sony marketers placed waterproof phones in plastic cups filled with soda. The soda cups were handed out to unsuspecting viewers of the movie "Skyfall" in Stockholm, Sweden. When a Sony announcement interrupted the movie, the viewers where astonished to find that their soda cup contained a free brand-new phone. Although the project must have been costly and the choice of Stockholm might seem random, the promotion is actually quite smart. Sony obviously relied on the media to spread the word of theit Stockholm surprise as undeniable proof of Xperia's water resistance. Also, their idea is quite fresh and interesting for the customers, and it might even promote the movie "Skyfall", since  some consumers could be hopeful that if they watch the movie there is at least a remote chance that a free waterproof phone might float in their soda cup.