Sony has come up with an interesting way to promote their new headphones in the Japanese market. Using augmented reality, they have created a new way for fans to hear their favorite bands in concert with their device and Sony headphones. I bet you haven’t heard a rock band without having your ears blown off. Unless of course you were watching live performances on YouTube or something, but that’s not the point. The street art is engaging and with it’s augmented reality capabilities, it makes for a unique customer experience.
In the video, Sony really promoted the complete concert experience. You’ll notice hoards of people, merchandise and print advertisements. Everything you would normally see at a real concert.
I’m not sure if they handed out the printed cards with HMF information. If they did, I would consider it a complete cross media campaign. Sony utilized video, augmented reality, web pages, merchandise and print to promote the campaign. On top of using promotional material, they also reference websites such as c|net japan, Gizmodo, and AdverTimes to establish credibility and create buzz.
To activate the AR functionality, users must launch the HMF app and point their handheld device at the street poster. Once the marker is activated via camera, the app then launches the stage and the bands start playing.
The app features multiple bands that I haven’t heard of. Probably because I don’t listen to Japanese music or am unable to read Japanese. The band lineup includes Boom Boom Satellites, Androp, The Beatmoss and another band with a name I could not make out. Maybe my friends who know Japanese can post the other band name in the comments!
How would a campaign like this work in the United States? Can Sony and augmented reality change the way we listen to concerts in the future? You be the judge, check out the Sony HMF video promotion below and tell us what you think in the comments.