This mega music event, held in Murcia (exhibition centre Caravaca de la Cruz de Murcia) on 10th July 2010, featured such artists as Mika, Pignoise, in addition to national groups and international DJs. Some 30,000 people packed the fairgrounds where the event took place.

The agencies Estilo Propio and Iris, responsible for this action, created different areas of brand presence on the premises including branded tents, VIP areas, and other areas of visual branding, etc. In the tent of Sony Ericsson, activities included a spectacular dance dancer finger, product demos, a finger skate area, and lots of gifts.

Also, lest we forget the sacred participation, a wall of Sony Ericsson allowed people to write their comments. Some hostesses interacted with the audience in a fun and informal way, introducing them to new models of Sony Ericsson.

In the VIP area, guests could receive a welcome kit with gifts, had access to an open bar, participated in the demos of the new terminals and could see the concert from a privileged spot.