Sony has profited from the “Skyfall” preview in Swedish movie theaters by promoting its new Xperia Acro S. model thanks to this stunt operation. Free drinks were offered to the spectators before they entered the cinema. An interactive commercial then explained the competition and made a hidden waterproof telephone buzz inside one of the free soda cups. The film was then broadcast on social media contributing to a significant increase in the awareness of the brand and its message.