At the end of june 2009, Michael Jackson died. Studio Brussels, a major belgian radio station felt that they and their listeners should pay tribute to the king of pop. We needed smart PR and integrated thinking.We used his most famous dance move: the moonwalk and created eternalmoonwalk.comA website, where people could easily upload their own version of the moonwalk.By putting the videos side by side, we created the never ending moonwalk.Each clip features the dancer's name and location. It's easy to share, equiped with a search function, a moonwalk meter, and Michael Jackson's typical screams. In no time eternalmoonwalk.com was booming all over the internet. We got global news coverage. From national networks to CNN.Numerous newspaper and magazine articles. Media coverage valued at over 34,000,000 euros.The most tweeted subject in the world during 3 days.More than 3,900,000 unique visitors from nearly every country in the world.Average time spent on the site: 7 min 14secMore than 15,000 films uploaded, amounting to more than 45 kilometers of moonwalk. (kilometers - miles) The ultimate example of user generated content according to the industry. 1,850,000 google search results, and 120,000 blogs.

On friday the campaign was launched via some important blogs, twitter and facebook.A radiocommercial supported the site, and during their radioshows the studio brussels presenters invited people to participate.Several music platforms put up moonwalk banners.In no time eternalmoonwalk.com was booming all over the internet.Every day a new top ten of the best moonwalks was posted online, inspiring people to join and enjoy.All of this resulted in a boom in visitors to the site. With a peak of over 338,000 visitors per day.

Global news coverage. From national networks to CNN.Numerous newspaper and magazine articles.Media coverage valued at over 34,000,000 euros.The most tweeted subject in the world during 3 days.More than 3,900,000 unique visitors from nearly every country in the world.Average time spent on the site: 7 min 14secMore than 15,000 films uploaded , amounting to more than 45 kilometers of moonwalk.

The ultimate example of user generated content according to many professionals in the industry.1,850,000 google search results.More than 120,000 blogs.And of course the unavoidable spoof: The eternal baby drop…