Through a partnership with the Google Play Store, a suite of six Underwater Apps were released and featured as their own category. The apps where also promoted via Sony’s social media channels through a series of six demonstration videos. We granted an online blog an exclusive interview at launch. Other blogs and online news sites rapidly picked up the story as well. Finally, we posted the source code for the new technology so developers could see how it worked and use it to develop their own Underwater Apps. The release occurred in late April, 2014 and is currently ongoing.

The goal was to change the conversation around Sony as more than a technology company—as a company that can make you feel. On social media, the response was overwhelmingly positive with posts about the ingenuity of the Underwater Apps and how much fun they were to play. On online blogs and news sites, writers were overwhelmed with the uniqueness of the campaign and the daringness of creating new technology as a part of an advertising campaign. Finally, developers where impressed with Sony’s willingness to open source the technology, even expressing interest to use it to build their own software.