As you can´t buy those tickets, we thought the die hards had to earn them. So we started the greatest pilgrimage to the music mecca of Europe: The MTV EMAs! 400km walking was the only route that took our Walkmen and Walkgirls to their stars and live on stage. 6 weeks before the great kick-off, we called for application via TVCs on MTV and instore. By sending videos online and live castings offline, they had to prove why they´re deserved to present the award. Finally a public voting brought us the top 100 out of 20 European countries and out of nearly 5.000 applicants.

Just like a giant moving billboard, the Walkman® promotional troop made its mark on Britain. MTV reported live and our music fans themselves became stars. The web show had over 15 million visits. The microsite received more than 30 votes/sec during the application phase. Over 10 days FanWalk scored 600 new blog entries per day and more than 6.000 videos in total. Suffering for music influenced the sales back home, too. Like in Romania the average sale of the limited FanWalk edition went up 29%. 16 billions steps towards a successful campaign, that’s going to be continued this year – in Berlin.