Sony Ericsson to use Iris Experience for Friendly Fires "Pitch Black" experiential gigs

Sony Ericsson has recruited Friendly Fires for a gig that will take place in complete darkness.

Friendly Fires
Friendly Fires

The 15 June performance, at a secret London venue, forms part of Sony's "not as you know it" brand activity - a series of experiential events aimed at the youth market.

Iris Experience will put together the performance, which will be in front of 200 Friendly Fires fans.

The band have promised a set that has been "tweaked" to ensure they have the desired effect when played live to an effectively blind audience.

Tickets to the gig will be available through competitions on Xfm London, Xfm online, NME and nme.com, as well as on a dedicated MySpace channel.

"Consumers are demanding experiences that push the boundaries and challenge them," said Sony Ericsson UK and Ireland head of marketing Dave Hilton.

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