FANWALK TO THE MTV EMAS 2009 by Serviceplan Hamburg for Sony Ericsson

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FANWALK TO THE MTV EMAS 2009

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Hamburg
Director Susanna Schreibauer, Julia Pfeiffer, Carolin Obermaier
Creative Director Ekki Frenkler
Art Director Samantha Schütz
Account Supervisor Diana Günder, Simone Mose, Marc Dalkolmo, Christina Offermann
Released July 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SONY ERICSSON INTERNATIONAL COMMUNICATIONS
Product/Service: W995 MOBILE PHONE
Agency: SERVICEPLAN
Date of First Appearance: Jul 13 2009 12:00AM
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alexander Schill
Creative Director: Ekki Frenkler
Copywriter: Susanna Schreibauer
Art Director: Julia Pfeiffer, Samantha Schütz
Account Supervisor: Diana Günder, Christina Offermann, Carolin Obermaier, Marc Dalkolmo, Simone Mose
Production Company/Camera/Offline: REBEL Productions GmbH
Director: Susanna Schreibauer, Julia Pfeiffer, Carolin Obermaier
Managing Director: Jochen Lenhard, Andreas Bahr
Media placement: Promotion - 15 European Sell Markets - 13.07.2009

Results and Effectiveness
• KM after KM bestowed post by post on us, video by video, picture by picture and fan after fan • Sony Ericsson was the most memorised sponsor of MTV EMAs • All user generated content came directly from our product via imaging, blogging, texting, clipping and posting • Content – generated by 100 FanWalkers: 3.200 blog posts, 10.300 user images, 500 user videos, ... • Media/PR value – generated by 100 Fanwalkers: 17.300.000 online campaign hits and by this over 1 Mio € PR clipping value • Best re-called sponsor during the MTV week in Berlin

Creative Execution
• 100 selected people (out of an online casting) from 15 countries walked by foot 300 km from Hamburg to Berlin. The goal and reward: the biggest music event in Europe, the MTV EMAs 2009 in Berlin. In total: A 10 days pilgrimage that was each second really worth sharing • FanWalkers kept the buzz “walking” and thousands back home followed them online • A central role in the field of owned media was: online hub www.fanwalk.tv, a facebook profile and a brand channel on Youtube. • All content came directly from the FanWalkers • Main interaction points between online walkers and offline followers: 10 webisodes a 6min, social media connection and news air-time on MTV Europe

Insights, Strategy & the Idea
• Sony Ericsson should be the most recalled sponsor of the MTV EMAs • Optimise the ROI of the sponsorship by achieving a counter value of 1:2 in owned media, without investing additional media budget • Main stream youth (16-24 years) • Critical target audience as conventional way of communication doesn’t work anymore, brand only gains credibility if it becomes part of their universe • win back the “leader in music technology” position in the perception of the target group. • only real brand experience breeds real brand fans • target group is a "sharing group", so we gave them sth really worth sharing • The product (the latest SE hand-set) was all the time in the hands of our target group and the connector between online and offline world