During the opening weekend of James Bond movie Skyfall, Sony Mobile carried out a stunt in true undercover manner to promote the waterproof smartphone Xperia acro S.
Patrons attending the James Bond flick “Skyfall” were given free sodas at the start of the movie. Before the movie started, a video played, telling the audience that some of those soda cups had free Xperia phones inside them. If your cup rang, the (now sopping wet and probably sticky) device, was yours.
Why I’m curious:
When tying a brand sponsorship it is often difficult to find the right angle that makes the combination cohesive, I love this execution of using the phone attributes to give the winner a spy-like experience.