6 August 2009
MTV Europe Music Awards sponsor Sony Ericsson has launched a “fan walk” campaign in an attempt to raise awareness of and engagement with its brand and the awards.
Chosen music fans who cannot afford tickets to the MTV awards can walk from Hamburg to Berlin over a ten-day period to be awarded a ticket to the event. During the walk, participants will be uploading daily blogs, pictures, travel reports and videos from their Sony Ericsson mobile phones for followers to watch.
The mobile phone company says that it is an opportunity for music enthusiasts to be part of an international movement of fans. Participants will be selected from 14 countries.
Sony Ericsson head of marketing for Western Europe Robert Styppa says that the campaign was devised to combine music and mobile technology: “Sony Ericsson aims to engage consumers in an interactive brand experience,” he says. “We want to show we’re committed to mobile music and strengthen our position as the communication entertainment brand. We hope this campaign will provide an enhanced music experience to fans.”
The fan walk campaign will take place in 14 countries with media, PR, online and a retail partnership to find 100 passionate “fan walkers” to take part in the project. TV commercials on MTV advertising for the participants will air during the application phase. Promotions and advertising for the MTV Europe Music Awards will also integrate the “fan walk” campaign.
Entrants not picked for the experience can still engage with the walk and the awards by watching the progress through daily online updates. There will be dedicated Facebook, Twitter, MySpace and Bebo pages.
to magazine
