We produced an above the line advertising campaign for Sony, to promote Walkman and position the brand at the forefront of the net music revolution. The four virals were sent out every two weeks over a two month period, these drove people to the www.canttellthedifference.com website, where more detailed product information was given and consumers could enter a competition to win a Walkman. A clip was sent to Eatmail.TV (an online database of 15,000 opinion formers) featuring the first execution with copy and a URL link. The campaign was a huge success with the target audience, with the website receiving over 2.5 million hits within an 8 week period and over 10,000 consumers registering on the site.