WalkmanÆ was king of music on the move for over two decades. But in recent years, Appleís iconic iPod has become dominant in the music player market.



Sonyís brief to Dare was to re-establish WalkmanÆ as a credible and superior iPod alternative.



Dareís challenge was to reassert Walkmanís music credentials amongst its core market. So Dare set out to foster a community which would engage with the Walkman Project website.



Users were initially invited to listen to a specially commissioned piece of music, broken down into different parts. They were then able to download any part of the music, re-record their own version using any instrument they liked and then upload it to the siteís library. Other users could then mix contributions together to create their own interpretation of the original piece. Then they could share it, rate mixes and tell their friends.



The site integrates neatly with Fallonís ATL campaign. Above all Dareís site answered Sonyís brief perfectly - to re-establish Walkman amongst a core community of music lovers - and demonstrate how Walkman delivers music like.no.other.