Sony Mobile to host silent disco and night-time run for #ICan campaign

Sony Mobile has teamed up with magazine Time Out to host an event series as part of its Xperia Z3+ #ICan campaign, which will include a silent disco and night-time run through London.

The run will take joggers past Sony Mobile's ultraviolet murals
The run will take joggers past Sony Mobile's ultraviolet murals
The silent disco will take place on 5 August at Wilton's Music Hall in London. Guests will receive their own headphones and a choice of three live DJ sets to choose from.

Sony will activate with special listening booths that will give revellers the chance to experience the Xperia Z3+ model and the brand's Hi-Res Audio-compatible headphones. In addition, Time Out will be running a competition throughout the disco that will give guests the chance to explore a special VIP lounge.

The disco has been designed to celebrate the Z3+'s audio quality, with the event dubbed '#ICan hear things others can't'.

This week (23 July), the brand will host a 10km dusk run led by fitness collective Run Dem Crew. The '#ICan see in the dark' route will take runners past Sony's ultraviolet murals, which have been designed by artists Dan Kitchener and Zina to reveal themselves as night falls.

Sony will also host a 48-hour film festival as part of the campaign, curated by the Time Out Film team and held in collaboration with the Rooftop Film Club. The event has been designed to celebrate the Z3+'s long-lasting battery power.

Time Out's events manager Abigail Dakin recently spoke to Event about her plans for the brand's live marketing strategy.

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