Sony has teamed up with oOh! Edge to set up Sony Connect Kiosks in major shopping centres.

The experiential campaign, which aims to raise awareness of Sony’s sponsorship of the upcoming FIFA World Cup and Sony Xperia smartphones, will see the activations set up across oOh!’s Connect Kiosk network in Sydney, Melbourne, and Brisbane.

The Sony Connect activations will showcase the new range of Xperia devices, accessories, and merchandise, and give shoppers the chance to win by participating in the Sony prize grab machine.

MD of oOh! Edge, Guy Marshall, said the prize grab machine adds a wow factor that links directly to the product features and encourages shoppers to engage with Sony’s new products.

“These activations will be near various Xperia and Bravia retailers where shoppers can access special offers to close the sales loop,” said Marshall.

“This campaign demonstrates how Connect Kiosks can innovatively engage with shoppers to drive product awareness, trial and sales.”

Kristin Atherton, channel marketing manager for Sony Mobile, said the concept is an exciting step forward in experiential activity.

“OOh! has stretched the level of engagement beyond awareness by creating a layer of excitement, which in itself has a nice link to the brand and its proposition of being ‘packed with entertainment,” Atherton said.