When filming a Sony commercial they did throw out 250.000 multi-coloured ‘superballs’ bouncing down the streets of San Francisco (film clip). Why not let the balls be captured by 250.000 consumers/Sony fans? Then they could connect every ball with an offer to buy a new color full screen that they are promoting. This idea would build buzz and storytelling. Every consumer then would get a story to tell about the product they did capture.
It should also be really cool if the consumers captured the balls live in the film and got a new Sony screen for free (then the balls would build PR globally, that would paid for the cost of the 250.000 screens by building increasing the selling volume).
Should you try to capture the balls, and be a part of the event?