To communicate the new Walkman Phone, we implemented the international concept “Music Mind Trip” into a multi channel campaign. To let everybody experience a true music mind trip, we brought to Milan the famous band Cassius and we launched the event online. Instead of the usual microsite, we created a fully customized Myspace profile. Users could:- win VIP tickets- invite friends to the contest - send video invitations via free mms,- post comments and watch the exclusive viral video. More than 130,000 visits to the MySpace profile and more than 50,000 views of the video in a month. Full house at the party.