The idea was to create a free public event where a 3D projection film would be shown.Film was projected on the façade of the historic City Hall and was the first time when such a building was used for the purpose of entertainment.The storyline of the film involved all of Sony Ericsson’s new brand elements “space hoppers” that were the main elements that interconnected the whole campaign.The event’s “buzz” started to surface through social media and ambient campaigns two weeks in advance.The ambient campaign came in the form of postcards with the image of the space hopper. The Internet campaign, full of interactive games, painting contests and other activities, was organised within the Facebook profile and the biggest local social portal.In the end, this teaser has unexpectedly become a massive event communication with the street word-of-mouth, which created the image of a cultural, not commercial, show.

• 10,000 people attended the screening of the 3D projection.• The viral video on YouTube was watched 100,000 times and has the highest possible ratings.• More than 5,000 people became fans on the Facebook profile.• Hundreds of articles and free PR almost tripled the value and the cost of the actual outlet.

• More than 120,000 virtual space hoppers created.•Several national TV channels reported about the projection. Information about the show flooded national newspapers, Internet portals and blogs.• Tweets and blog sports appeared in Great Britain, Spain, Baltic countries, Germany, France and many other countries.