Sony Ericsson asked the agency to explore its international Music Mind Trip concept to exploit and emphasize the strong link between the Sony Ericsson brand, the new generation of Walkman Phone and music. Target: 18-24 year olds.

To let everybody experience a true “music mind trip”, we set up an exclusive live event, featuring a popular electronic band in Milan. Most of all, instead of producing the usual microsite, we went directly to the target: a special branded profile was in fact opened on Myspace. Users could win VIP tickets, invite friends to join the contest, send mms, post comments and watch exclusive videos. We soon built a network of “friends”, thus creating a strong relationship between users and the brand.The operation was also supported by viral video, a banner campaign, sem, community marketing, outdoor and guerrilla.

More than 106,000 visits to the MySpace profile in less than a month.

The video received more than 50,000 views in a month.

The evening was sold out with more than 3,400 partecipants: 500 VIP Ticket winners, 400 customers, 200 journalists and 2,200 consumers.