A Brand New Music Experience

We created original live AR videos with four best-selling local rock groups to bring the world its very first virtual music festival using Sony’s proprietary 3D augmented reality technology. People were able to ‘attend’ the festival via their smartphones on the streets of Tokyo, or by visiting various retail outlets and electronic stores across the country. At each venue, we offered a free trial of Sony’s latest headphones.

We earned approximately 1 million USD worth of PR and attracted close to 500,000 fans during the festival period. The feature product, MDR-1, became the number one selling headphone on Kakaku.com, Japan’s leading price comparison e-commerce site in January 2013.