During the FanWalk from Hamburg to Berlin in 2009, Sony Ericsson send 100 music fans from all over Europe to the MTV EMAs & Aftershow Party, accompanied and documented by a camera team.
To have the event start with the necessary "Big Bang", as many users as possible had to be incited in 14 nations in order to have them sign up for the Sony Ericsson FanWalk and carry and spread the idea of the event.
Within two and a half months, the Sony Ericsson was to be placed as a high-class event within the target audience and was to have classic media coverage next to a circulation through all web-based social channels, like communities, blogs, bulletin boards, etc.
During the 10-Day FanWalk Live Coverage in the concluding phase of the campaign, the communicative transmission of emotions, experiences and activities of those 100 FanWalkers, on their voyage to Berlin, was focused upon in regard to brand and products - entirely within the idea of the Sony Ericsson Strategy 2009 " Entertainment Unlimited".
Phase 1 (Sign Up Phase)
Phase 2 (10 Day FanWalk LIVE)
Overall Campaign
- Campaign website in 12 languages
- Online Sign Up Form
- Applicant’s profile incl. unlimited picture and video upload
- Individual profile URL (e.g. www.fanwalk.tv/gildodeegan)
- Possibility of Live Status-Update
- „Comment“ function
- Integrated Social Sharing to facebook, myspace, bebo, hi5 and twitter
- Individual „Vote for me“ Banner for self promotion
- Video gallery: All application videos
- Application gallery sorted by countries
- Creation of a FanWalk Community (>7300 User within 2,5 months!)
Phase 2 (10 Day FanWalk LIVE)
- 100 FanWalker blogs
- LIVE blog pictures and -videos directly from the FanWalk
- Picture gallery with multiple daily updates
- FanWalk Webisodes (Videos) with the important events of the last day
- One FanWalker twittered LIVE from the Fanwalk on www.twitter.com/fanwalk
- Own Embed Player (Flash) with Sharing function und video preview
Overall Campaign
- FanWalk Microsite on the offical MTV EMA Website (12 language versions)
- FanWalk Facebook Page
- FanWalk Twitter Account
- FanWalk Press Page (www.fanwalk.tv/press)
- 3 Ad Flights a 3 formats in 14 national versions
- 500.000 visitors (6.July to 6.Nov 2009)
- 17.300.000 Page Impressions (6.July to 6.Nov 2009)
- 36.500 Video Requests in just 6 days (28.Oct - 6. Nov 2009)
- ~ 10 Minuten average time spent on fanwalk.tv pro user
- 7.300 registered Users on fanwalk.tv
- 10.300 User pictures
- 500 self-made FanWalk application videos
- 9.800 user status updates on fanwalk.tv
- 116.000 user comments within the FanWalk community
To enhance the communication of the FanWalk user to other parts of the web and to spread the FanWalk by utilizing the user, fanwalk.tv used some of the newest web technologies, which enabled the multiple distribution and publication of user content generated of fanwalk.tv (status updates, picture or video upload, etc.) in external online communities like Facebook, myspace, hi5, bebo and twitter, thereby enabling a high factor of multiplication.
14 countries from all over Europe participated in this year's FanWalk. Each country promoted different Sony Ericsson Walkman® Phones in connection with local service provider. The visual individualisation of the site for each participating country as well as the content administration in 12 languages was serviced by a CSM especially designed for www.fanwalk.tv.
After registering on www.fanwalk.tv and generating their own profile, applicants had to participate in an Online Voting in order to be invited to a FanWalker pre-selection. Necessary for a succesfull vote were: a creative and interesting profile, Charisma and well developed networking skills.
To incite the FanWalk applicant to advertise himself in the web, a personalized "Vote for Me" banner in the FanWalk Look& Feel and the applicant's picture was provided. FanWalk applicants used this personal ad on their blogs, in message boards or in favoured online communities to generate as- many votes as possible on www.fanwalk.tv. The campaign hereby reached out to many target audience related message boards and communities and profited from the back-links of the user to www.fanwalk.tv (Networking, Reach, SEO, traffic).
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The campaign TV and online spot produced for this year's FanWalk ( by Serviceplan GmbH, Munich) was communicated on MTV and in the Internet as a "Call to Action".
The Sony Ericsson FanWalk Microsite on the official MTV EMA 2009 website incited the FanWalk to MTV- users by providing mayn videos, news and pictures. Every participating market could also advertise their favourite mobile phones. The Microsite was deep-linked to the Online shop of the local operator.
The FanWalk - a singular event with many exciting possibilities, which were summarised in a daily webisode and published on www.fanwalk.tv. The self-made FanWalk player used all standard functions like Embed Code Display, video preview, full screen and "share on facebook" function.
During the FanWalk from Hamburg to Berlin, one especially chosen Fanwalker with a blogging & twitter background tweeted exclusively and live from the road via his W995 Sony Ericsson mobile phone on the official FanWalk Twitter account.
Each of the 100 Fanwalker could take pictues and videos with their new Sony Ericsson W995 Walkman Phone and blog this media live and direct via fanwalk.tv. This resulted in over 3.200 blogged pictures and hundreds of videos, which gave a deep and direct FanWalker's perspective and insight into the Sony Ericsson FanWalk, by being blogged LIVE on www.fanwalk.tv.
Facebook - the prime example of a Social Community. We too used it for our campaign and were able to generate more than 2.500 fans. Next to the publication of funny application videos and pictures in the application phase, daily raffles for great Sony Ericsson merchandise were published.
