Dubbed “guerrilla gigging”, the Unexpected Concerts were inspired by the flash mobbing phenomenon. We created a surprise gig for and upcoming band, created buzz and expectation (and eventually revealing the secret location) via online and mobile.

A multi-platform through the line communication strategy supporting the maxmusic theme included a dedicated website, street and guerrilla marketing (graffiti, e-reporters, etc.) encouraging people to attend the impromptu concert given by the rock band Good Charlotte, in Barcelona. This was followed by extensive PR activities linking Sony Ericsson with the musical experience.

45,000 visits to the website in 3 weeks with more than 6,000 sign ups over 10 days led to record brand awareness for Sony Ericsson and high purchase consideration scores (+5% and +7% 2007 vs 2006 respectively), and an increase in the target audience association of Sony Ericsson with music.