To celebrate the launch of the Nokia Lumia 800 smartphone on Monday 28th November, the mobile phone giant teamed up with Canadian DJ and dance music producer Deadmau5 to create a spectacular 4d light show projected onto Millbank Tower, and the biggest show of it’s kind ever seen in London.

Each of the building’s 800 windows were covered with vinyl as 16 projectors, beamed 4D images onto the structure, attracting aproximately 20,000 spectators who lined both sides of the River  Thames to watch.

With 1.8million hits on You Tube to date, this was a fantastic use of marketing budget.  For the price of a low key press campaign, this digital activation raised awareness with a big bang, leveraged the cool factor and implicit endorsement of Deadmau5 and their loyal fanbase, targeted the young and hip crowd and social endorses Nokia need to build brand love and encouraged social sharing amongst those that were there or heard about it.

For those who missed the evening’s show, here’s the video in full: