Iris builds smartphone racing track for Sony

Visitors will race smartphones on remote-controlled cars at a Sony event organised by Iris at The Truman Brewery on Saturday (3 November).

The smartphones will be raced on mini remote controlled cars
The smartphones will be raced on mini remote controlled cars

The Xperia Face Off event aims to showcase the near field communication (NFC) capabilities of Sony mobile phones, which includes ‘one touch’ sharing of images and music.

Fans will race the smartphone cars around a track which features NFC-enabled devices. They can win points by sharing pictures and music with as many devices as possible.

The players with the top 100 scores will be entered into a draw to win prizes including the Xperia T – the phone that features in the new James Bond film Skyfall.

An online version of the game is also being launched tomorrow (2 November) which allows consumers to play digitally.

Iris has also announced its appointment as the creative agency for StartUp Britain, the national entrepreneurship campaign.

It is the first time StartUp Britain has appointed a creative agency, and Iris will work on strategy as well as marketing and branding.

The first piece of work from the partnership will be the national rollout of the PopUp Britain initiative, which sets up pop-up shops with discounted rental rates for entrepreneurs. Ten shops are planned to open by Christmas and 50 by mid 2013.

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