Hopper Warehouse

Sony Ericsson

Sony Ericsson's Satio and Aino mobile phones were launched with a space hopper invasion. We continued the invasion by giving people the opportunity to create their own online space hopper which could take part in the world's first online flashmob. And over 250,000 did.

We then placed hundreds of deflated hoppers in a warehouse, set up a live video feed and invited the public to pump them up 24 hours a day for two weeks, using the hash tag #pumpt on twitter.

Word soon spread, resulting in #pumpt reaching No. 4 in twitters trending topics, beating Swine Flu, Thanksgiving and Berlusconi's divorce. In all, a total of 17,500 tweets were turned into physical blasts of air that pumped up over a thousand hoppers.

Thousands of suggestions with what to do with all the pumped hoppers were also submitted and we'll be making the winning idea happen later this year.