Sony: Music Unlimited
by Nico Daude
Having launched Music Unlimited, Sony's new digital music service, to the media at the MIDEM conference in Cannes, Amplify was tasked with generating large-scale consumer awareness of the service across three European capitals - London, Berlin and Paris.
In London, Sony Centres across the city were taken over with dedicated promotions, while a sampling experience at Westfield allowed people to get hands on with the service, all incentivised with the chance to attend an once-in-a-lifetime event at the Proud Galleries in Camden.
Winners had the chance to get up close and personal with Plan B, Eliza Doolittle, Katy B and Devlin in a truly intimate setting, while Beardyman provided a jaw-dropping turn as the evening's host.
Amplify ran a PR and social media amplification campaign to drive awareness of the event, with media partnerships secured with The Sun Online and Kiss FM to pre-promote the gig and coverage running across titles including the News of the World, MTV, Daily Star, The Independent, NME.com and Clash amongst others, generating a reach of over 32 million.
