Crispin Porter & Bogusky promoted the new Sony Xperia acro S smartphone -- which is waterproof -- with a fun stunt in a Norway theater.
Patrons attending the James Bond flick "Skyfall" were given free sodas at the start of the movie. Before the movie started, a video played, telling the audience that some of those soda cups had free Xperia phones inside them. If your cup rang, the (now sopping wet and probably sticky) device, was yours.
Previously in movie theater stunts, Carslberg tested unsuspecting movie-going couples by putting them in a theater full of bikers. Check out that work -- which came in at No. 4 on Creativity 's Best of 2011 out-of -home list -- on Creativity -Online.com, and follow @creativitymag on Twitter.