To communicate the new Walkman Phone, we implemented the international concept “Music Mind Trip” into a multi-channel campaign. The communication of the Walkman brand to the young target was based on an exclusive live event, powered by Sony Ericsson that brought the famous electronic music band - Cassius Dj Set – to Milan on 22 November. The event launch was supported also by a video developed ad hoc to be spread virally on the internet.The video is meant to be a special edition video clip of the famous Cassius’ hit “Toop Toop”. The video mixes live action, motion graphic and 3D and narrates the music mind trip lived by a boy that goes jogging with his Walkman Phone.The video received more than 50.000 views in a month and was in top position on MySpaceTv home page.The video can be seen at http://www.musicmindtrip.com/cassius