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We were asked us to generate large scale consumer awareness of Music Unlimited, part of SNE new digital music service. Our approach brought the music to London, Paris and Berlin with a series of exclusive experiences featuring the likes of Plan B, Eliza Doolittle and Katy B.

In London, Sony Centers across the city hosted dedicated promotions, while a sampling experience at Westfield allowed people to get hands-on with the service. It was all incentivised with the chance to attend an once-in-a-lifetime event, at the Proud Galleries in Camden.

Lucky winners had the chance to get up close and personal with Plan B, Eliza Doolittle, Katy B and Devlin in a truly intimate setting. Beardyman provided a jaw-dropping turn as the evening's host.

To drive awareness of the event, Amplify ran a PR and social media amplification campaign. We secured media partnerships with The Sun Online and Kiss FM to pre-promote the gig and gained coverage in titles such as the News of the World, MTV, Daily Star, The Independent, and Clash. In total the campaign reached over 32m people.

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