The pop-up gallery in London displayed images as they were shot, from London, Berlin and Paris. Online, a simultaneous live stream across 15 markets meant that Sony’s Facebook fans around Europe could view the gallery even if not in London, with the images showcased instantly on a bespoke app on the brand’s Facebook pages.

Sony UK’s Facebook fans were invited to attend the pop-up gallery on a first-come first-served basis. A wrap video showcasing the event and photography used was shared via Sony’s social profiles to help news travel even further. Journalists and bloggers were also invited along.

After the event, images from the gallery in action appeared in relevant editorial media. Finally, Facebook fans who could not make it to the event, were given the chance to have their own Sony NEX-5R experience through a competition to win one of five cameras plus photography lessons in the UK.

The Real-Time Gallery campaign supported the wider NEX-5R marketing activity, which contributed to a 400% increase in sales of the camera.

3.5 million people reached on Facebook in two weeks in Sony’s core European markets of UK, Germany and France.

623,595 video views.

1,713 people watched the live stream for four minutes on average whilst 16,600 entered the competition.

126,000 interactions with the campaign on Facebook.

50 pieces of blog coverage were generated including PSFK, Trendhunter, PetaPixel and PhotographyBlog, reaching 17 million people.

Sony is now looking to replicate this campaign in its markets around the world.