As music addicts do anything for music we started the greatest pilgrimage to the music mecca of Europe: To Liverpool, to the MTV EMAs! 400 km - walking - in 10 days was the only route that took our FanWalkers to their stars.6 weeks before the kick-off we called for application via TVCs on MTV and in the operator's stores. Online by sending videos and offline in several Live-castings they had to prove why they're deserved fans. A public voting brought us the best 100 fans out of 20 European countries and out of nearly 5.000 applicants.

Channels: Promotion in 20 countries.

-Announcement via TVC, POS (special Walkman® phone bundle), print and outdoor (billboard, poster)-Online application and casting via FanWalk microsite -Event execution in cooperation with pr (international press coverage was adapted to national pr requirements) and media (webisodes online and via MTV)

MTV reported live, the daily web show had over 15 million visits. The microsite received more than 30 votes per second during the application phase. Over 10 days FanWalk scored 600 new blog entries per day and more than 6.000 videos in total. In Romania, e.g., the average sale for the FanWalk limited edition went 29% up.

Within 10 days a community emerged that still lives on – on- and offline: -Blogging on various online community portals-Revival FanWalk party (organized by FanWalker)-The most valuable compliment: FanWalker Emma had the event logo tattooed on her back