We would like to create an experience of a true “music mind trip!” that was the advertising campaign concept.The 22 November 2007 was organised an exclusive party featured the famous French DJ band Cassius. “Cassius and SE” was supported by an urban guerrilla activity through lasers, PR and other unconventional activities announcing the event and an on-line seeding activity (display adv, blogs, video mms, etc.). In addition, in the MySpace branded profile, users could find info on the event and win special tickets.The off line strategy supported the seeding activity through radio, OOH, postcards, stoppers.The campaign was implemented with streaming of the event on the “ad hoc web site” and broadcasting of 60” pills of the party on All Music TV.

More than 50,000 viral video’s view.More than 106,000 visits to Myspace profile in three weeks.3,400 participants to the party.Leader in music technology item increased from 11% to 18% with Pioneer Youth target Market Share increased from 2.6% to 4.8%.