To communicate the new Walkman Phone, we implemented the international concept “Music Mind Trip” into a multichannel campaign.To let everybody experience a true music mind trip, we brought a famous electronic music band - Cassius Dj Set – to Milan on 22 November. The operation was supported with a complex integrated campaign, which combined online Myspace profile, display adv, search marketing, mobile advertising, community marketing, outdoor, guerrilla, radio and TV.

Instead of the usual microsite, we used a special fully customized MySpace profile as the core of the operation where users could win VIP tickets for the party, invite friends, send free mms, post comments and watch an exclusive special edition videoclip of the famous Cassius’ hit “Toop Toop”. The video narrates of course of a true music mind trip. To push the event we also used audio-overlayers, outdoor, guerrilla, community marketing, promos on radio. After the event, daily clips of the party have been broadcasted on AllMusic TV.