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Sony's Long Awaited 'Foam City' Arrives

By: Ayman - Published: • References: brandrepublic
The long-aniticipated and much blogged about Foam City Sony viral ad has arrived.  The ad promotes Sony’s Handycam, Cyber-shot and its new digital camera brand, α (alpha).  Interestingly, the ads have been anticipated to become viral, long before today’s launch.

A while ago, Sony flooded downtown Miami with foam for the follow-up to its extremly successful ‘Balls’, ‘Paint’ and ‘Play-Doh’ ads. The ad was created by ad agency Fallon London, which made Sony’s Bravia TV ads.  The ads, directed by Simon Ratigan, were shot wusing 16 hours of film to create a 90-second commercial.

About 200 Miami locals used Sony Cyber-shot digital stills cameras, Handycam camcorders and α digital SLR cameras and their images were uploaded onto an online database.

“We wanted this to be a magical event where people would be able to have a truly unique photographic experience, where they could actually take images like no other,” said Mikah Martin-Cruz, the general manager, marketing communications, Sony UK. “A place where we could show just how our products are designed to capture real life moments as they happen, in perfect detail. With ‘Foam City’, we have created somewhere you just can’t put your camera down, even for a moment, as something totally unexpected and wonderful happens every second.”

More from Sony: Stats for Anticipated Viral Trending: Older & Average
Traction: 3,764 clicks in 332 w
Interest: > 3 minutes
Concept: Anticipated Viral
Related: 46 examples / 35 photos
Segment: Neutral, 18-35
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