Sony Mobile: PhotoHopping

To promote the one-touch photo sharing in Sony's latest phones, we created a jet-setting, hashtagging, Instagramming musical mashup. It's called PhotoHopping. It lets visitors follow their passions around the world, as instant video tours.

Go #skateboarding from Sydney to Stockholm. Tour #tattoos from Manila to Miami. Using Instagram's just-released API, we pulled location- and topic-tagged photos matching hundreds of interests. Photos were grouped by city, and all of it was synced with our backing track ("Follow" by Crystal Fighters), creating customized music videos in real time.

Users took over 200,000 tours, spending an average of five minutes on the site. A contest on Statigram to create new tours inspired 23,000 photos in just three weeks.

Role: Creative direction and concepting
Client: Sony Mobile
Agency: LBi
Awards:
  • 2013 Digiday Mobi Award, Best Location-Based Campaign