---
title: "Sony Xperia Live AR Game | ECHT ME"
url: https://echt.me/projects/sony-augmented-reality-game
description: "Experience the Xperia Z Ultra's cutting-edge technology with Sony's AR activation at Mall of the Emirates, boosting sales by 86% in just 10 days!"
---

# Sony Xperia Live AR Game

Client

Sony

Technology

[Augmented Reality](https://echt.me/services/augmented-reality), Game Development, Mobile & Web App

Location

Dubai, UAE

[Video: Sony Xperia Live AR Game - project video](https://www.youtube.com/watch?v=SawdOSeoq8g)

overview

The communications objective was to launch the new Sony mobile phone, Xperia Z Ultra, into a very competitive market here in the UAE, communicating its “Best of Sony” technology to consumers and helping to drive in-store purchases. The marketing objective was to create awareness of Xperia Z Ultra, increasing preference by engaging consumers in an exciting way, contributing to a sales target increase of 35% in the UAE during August.

The insight was to use the best of Sony technology during the phone’s launch, bringing to life the new Xperia Z Ultra’s features. The idea was a custom-made augmented reality activation in Mall of the Emirates. Consumers would play the game on a large Sony Bravia screen, using the latest Augmented Reality technology, with the Xperia Z Ultra acting as the controller!

There were two KPIs for the activation, engagement (gameplays) from the consumer, and unit sales. Unique individuals played a total of 3,068 registered games. 67 participants directly bought the Xperia Z Ultra after participating in the activation from Jumbo Electronics – worth approx. AED 200,000. The result was a sales increase of 86% during the 10 days of the activation versus the previous 10 days in the Mall of the Emirates.

The activation showcased the phone’s cutting-edge Sony technology in a fun, vibrant and entertaining manner, with the consumer right at the centre of the action. The consumer, using the Xperia Z Ultra as a controller, could witness the fantastic gameplay experience that the phone offers.

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Contact

## Want something like this for _your event?_

Tell us about your event. We can adapt what we built here to your brand or create something new, and send you a proposal.

[info@echt.me](mailto:info@echt.me) [+971 4 379 5004](tel:+97143795004) [WhatsApp](https://wa.me/+97143795004)