All channels had to reveal/demonstrate shaking in a surprising way: Online: Floating ad which shook websites.TV: our mobile skipped all commercials within the breaks with a 5” skip-animation Radio: shake the phone game to get the chance to win a W910i!Cinema; special adaptation for 3D-cinema. The ad was shown in 3D and the cinema was adapted so that the seats shook when the ad was played. The audience was actually able to feel the functionality of the phone.

Outstanding performance at sales: W910i outsold all other mobiles in the pre-Christmas period in Switzerland.

300% better click-rate than previous Sony Ericsson online campaign.