Sony devised the 'Phone Swap' campaign to allow attendees of the 'Way Out West' festival to trade in their battery-drained phones and use a Xperia Z instead.
Since a number of the concert-goers own Apple iPhones, this was an incredible opportunity to get people to test out Sony's product. Sony set up a charging station where people could top up their phones and in the meantime, have all their contacts transferred to a Sony Xperia Z.
Throughout the festival, users who took advantage of the Phone Swap were enticed with free meals, prizes and backstage passes to meet some of the performing artists. Some lucky Xperia Z users won the chance to keep these phones after the festival. This is an ingenious way to get a large number of people to give a product a test run.