Sony and MuchMusic want to see your moves

Sony targets youth through a show-your-stuff-athon video contest in partnership with MuchMusic to promote its Wearable Walkman.

To promote their cordless MP3 player, the Sony Wearable Walkman, a new Free to Move contest by Sony and MuchMusic has the country’s young folks sending in videos and pictures of themselves dancing, skateboarding, running and anything else they can do with their hands free. Three finalists will be chosen from the submissions and brought to Toronto to show off their moves at the Free to Move Showdown on Muchmusic’s MuchOnDemand on June 12, with the winner receiving a cheque for $5,000.

Targeting the 14-to-25 demo, the contest, which runs until the end of this month, is being promoted on sites like and MuchMusic VJs will highlight the contest on-air while wearing the Walkman. A TV spot is also running on MuchMusic, created by Toronto-based agency Fuse, and shot by MuchMusic. Fuse also developed the Walkman website. The media planning and purchasing was handled by M2 Universal.