To mark the unveiling of the new W810i Walkman phone from Sony Ericsson, Rogers Wireless, exclusive distributor for Canada, threw an explosive media launch. Explosive as in the event featured a pyrotechnic blast by Pyrotek Special Effects in a garbage dumpster in Canada Auto Parking Lot at the corner of Queen St. West and Portland St. The attention-getting stunt was meant to suggest that the new music player-phone-camera combo—which features a one-gigabyte memory card capable of storing up to 280 digital audio files—was going to have a devastating impact on competing mobile music technologies. Record albums, audiocassettes and compact disks covered the ground near the dumpster to underscore the point."We wanted to usher in the new era of mobile music with a bang," said Susan Gordon, director of regional marketing for Rogers Wireless. "The Sony Ericsson W810i Walkman phone is the first handset to give you a gigabyte of storage." Gordon worked with public relations firm MS&L and event planning company The Hive Strategic Marketing to create the event. They dubbed it the Big Gig to emphasize the phone's gigabyte of storage capacity.
The first 100 guests to arrive were given the opportunity to watch the explosion from inside a tent from Advanced Tent Rentals. Capers Catering on Location served grilled chicken, corn, and salad from a food station under the tent. M.C. Jeremy Taggert, drummer with alternative rockers Our Lady Peace, played drums on a temporary stage from Tower Productions, accompanied by amplified music from a Walkman phone. Taggert also introduced break-dance act from Rogers, which performed on a temporary surface in the parking lot, and plunged the detonator that ignited the dumpster explosion.
Members of Toronto Police's Emergency Task Force and security personnel from Northwest Protection Services were present to ensure nobody got too close to the blast site. Following the pyrotechnics, up-and-coming Montreal band Mobile performed songs from its debut CD, Tomorrow Starts Today.
The first 100 guests to arrive were given the opportunity to watch the explosion from inside a tent from Advanced Tent Rentals. Capers Catering on Location served grilled chicken, corn, and salad from a food station under the tent. M.C. Jeremy Taggert, drummer with alternative rockers Our Lady Peace, played drums on a temporary stage from Tower Productions, accompanied by amplified music from a Walkman phone. Taggert also introduced break-dance act from Rogers, which performed on a temporary surface in the parking lot, and plunged the detonator that ignited the dumpster explosion.
Members of Toronto Police's Emergency Task Force and security personnel from Northwest Protection Services were present to ensure nobody got too close to the blast site. Following the pyrotechnics, up-and-coming Montreal band Mobile performed songs from its debut CD, Tomorrow Starts Today.
M.C. Jeremy Taggert, drummer with alternative rockers Our Lady Peace, plunged the detonator that set of a controlled explosion in a garbage dumpster at Rogers Wireless' media launch for the new Sony Ericsson W810i Walkman phone, held in the Canada Auto Parking Lot at the corner of Queen St. West and Portland Street.
Pyrotek Special Effects supplied the pyrotechnics.
Break-dancers supplied by Rogers performed on a temporary surface in the parking lot.
Taggert played on a stage from Towers Productions in front of a massive screen from Impact AudioVisuel.
Belt buckles with digital screens worn by Rogers Wireless employees displayed scrolling messages such as "Big Gig" and "Rogers Wireless."
Members of Toronto Police's Emergency Task Force ensured nobody got too close to the blast site.
Record albums, audiocassettes and compact disks littered on the ground near the dumpster.
