Yahoo! has launched its first pan-European bespoke programme to promote the new Sony Walkman video MP3 player.
The Sony Walkman video tour website is live on Yahoo! Music, inviting users to enter a competition for tickets to one of three music gigs to be held in London, Paris and Berlin this month.
Some winners will be given Sony HandyCams to record songs during the gig, the footage of which will be edited and broadcast by Yahoo! Music alongside professionally shot footage.
Each winner will be allocated a song to video, using Sony camcorders and will be given stage access to do so. Sony Walkman promotional material will also feature at the gigs.
Edited video footage of the gigs will be promoted across the Yahoo! UK and Europe website, with a Sony-branded bumper detailing the artist name and the Sony Walkman Video Tour. The video tour microsite will be live for four weeks after the gigs.
Ben Richards, sales and marketing manager for Yahoo! Music Europe, said: "This is the first time we have run a bespoke pan-European original content programme for an advertiser.
"This is an example of Sony using user-generated content at a brand level in a safe way. It's hard to do it in a way that is watchable."
Yahoo! has organised two of the gigs - by Natasha Bedingfield in Berlin and producer Calvin Harris in London - while the Good Charlotte gig in France is part of the rock band's tour.
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