Sony Ericsson phone speakers were state of the art (at the time ha). The days of tinny sounding music on your phone were over. They wanted their customers to really feel the music, almost as if they were there…
To get people thinking about how important sound was, we created a gig-in-the-dark. The complete dark. The pitch black. With band-of-the-moment, Friendly Fires. Take away sight and how much more powerful does sound become?
But you couldn’t buy tickets. We wanted real fans to be at this show. Tickets were won through radio stations and a fly-poster comp.
The logo and web address were posted around London. Online fans were instructed to snap the poster and upload it. Every pic was a chance to win tickets.
The gig created buzz among real fans. And the music press liked it too.