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Editorial
 

Eternal Moonwalk

Issue 16 | September 2010

Agency

Mortierbrigade, Brussels, Belgium

Creative Team

Creative Directors: Jens Mortier, Joost Berends, Philippe Deceuster; Copywriter: Arnaud Pitz; Art Director: Sebastien Devalck; Producer: Patricia Vandekerckhove

Other Credits

Strategy Director: Stephanie Zimmermann; Marketing Manager, Studio Brussels: Peter Claes; Marketing Assistant, Studio Brussels: Katrijn Dewit; Head of Studio Brussels: Jan van Biesen

Date

2009-10

Background

When Michael Jackson died in June 2009, the major Belgian radio station, wanted to pay tribute.

Idea

By offering Michael Jackson fans a platform to create their own memorial, Studio Brussels hoped to strengthen their position as a music station that really cared about music.

They created a website where people could upload their own version of Michael’s famous moonwalk. By putting the videos side by side, the moonwalking was never-ending. Every day a new top ten of the best moonwalks was posted online.

Results

Eternalmoonwalk.com got global news coverage valued at over 34M euros. It was the most tweeted subject in the world for three days and was referred to in 120,000 blogs.

More than 3.9M unique visitors from nearly every country in the world. Average time spent on the site: 7 min 14sec. More than 15,000 films uploaded , amounting to more than 45 kilometers of moonwalk.

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