Jamiroquai promotes Walkman phone with Gig in the Sky

by Charlie McCathie, Brand Republic 18-Jan-07, 13:00

LONDON - Sony Ericsson is spearheading a marketing push for its new Walkman W950i phone, by holding a gig featuring Jamiroquai performing at 35,000 feet on a 757 jet plane flying over Europe.

Front man Jay Kay and his band will be on view to an audience of 200 air passengers, after which the plane will land and Jamiroquai will perform again, this time to a crowd of 700 fans.

The "Gig in the Sky" is aiming to break the record for the highest ever concert. A Guinness World record adjudicator will be present to judge the attempt.

Stefan Streit, Sony Ericsson head of marketing for Western Europe, said: "We wanted to stage an extraordinary live music experience. And this world first does just that.

"It demonstrates that Sony Ericsson Walkman phones give people the chance to listen to great music any time, anywhere -- without limitation."

It is not the first time that Sony Ericsson has attempted to tap into the youth market in its promotional activities.

In November 2006, the company created a microsite that allowed users to upload their remixes of songs. The composer who received the most votes was then given the opportunity to perform the track live at a gig performed by Radio BBC Radio 1 DJ Zane Lowe.

Consumers can log on to www.sonyericsson.com/giginthesky to enter the draw to win tickets to the airborne concert.

The gig will also be available to Sony Ericsson Walkman customers via downloads later in 2007.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.