We wanted to get the real dedicated fans to the MTV European Music Video Awards so instead of running a normal brand competition, we developed a TV show. We told music fans we would give them a ticket but they would have to earn it by walking 300km over 10 days climaxing in the arrival at the awards. It was a great musical pilgrimage and each Fanwalker blogged about the experience as it happened spreading the word, the content and the journey out to many many followers. Fanwalk was a huge success and is now in its 4th year.
https://www.facebook.com/fanwalk
https://www.facebook.com/fanwalk
