In order to create a video promoting the launch of Sony's new XBA headphone line, we organized a street event with celebrity DJ Miss Yellow and actress/model Jeana Ho on the busiest street in Hong Kong, Sai Yeung Choi Street in Mongkok. We also gifted the XBA headphones to Jeana, Miss Yellow and Phat Chan to share via their social media, including Instagram.
The street event garnered coverage in a number of Hong Kong press outlets including the Apple Daily, Oriental Daily, Mingpao Newspaper and HK Headline News.
Total reach of the celebrities pre and post event posts on Sina weibo reached over 1.7 million users. The Instagram posts were liked over 440 times and the posts on Facebook received over 1250 likes.
Event video received over 2,500 views on Youku in the first 24 hours. Overall it received over 37,000 views across Youtube and Youku.