Playing tennis without a racket, scuba-diving without water or even playing video games without a console… All these things are possible thanks to a new concept called “air gaming”. Which is part of Sony Ericsson’s new marketing campaign in france for their motion sensing phones.

Guillaume Oudenot is the director of Pop of the Coma, the agency who invented the concept.

“Sony Ericsson asked us to come up with a way to promote their new phone which is fitted with the ‘Motion Sensor’ function – it senses movement made with the phone. The problem was that technologically it had already been done with Nintendo’s Wii. So we were inspired to do a promotion using the phone for air guitar. We set up an air gaming federation and a contest, and in response, we got 70 decent videos, which was much more than we expected. Success! Now we’re working on the next project – ‘Air Football’ for FIFA 2009.”   Discuss in forums

Fishing outside Sacré-Coeur

Air Tennis at Disneyland

Air ping-pong