The stunt took place in Sergelbiografen in Stockholm, Sweden. Free soft drinks were handed out to Bond-fans before Skyfall screenings. Hidden in selected soda cups was waterproof smartphones.

The competition was announced during an ad right before the movie and winners received a live call to their buzzing soda cup.

Apart from being picked up by media, Xperia Soda Stunt reached 200,000+ YouTube views within the first week, more than 12,000 likes and about 340,000 aired minutes. Sweden’s population is 9 million.

Combined with other marketing activities, the Soda Stunt achieved an increase on spontaneous smartphone awareness (+6% to 40%), brand preference (+1% to 12%) and loyalty (+4% to 33%).

*tracked in CMT-tracking for November