Going viral before the ad has even been released?

For the latest Bravia instalment, Sony chose to shoot in Miami and transformed the city into a huge swamp of bubbles, courtesy of the world’s largest foam machine that produces two million litres of foam a minute.

Sony invited 200 guests, including bloggers, to attend the shoot for the new ad. Each guest was given a complimentary Sony camera to document the ‘making of’ process. Their hope is that the new marketing approach for the Sony Handycam and Cybershot will launch the ads to a viral state.