The campaign has been created by the Amsterdam-based agency StrawberryFrog and is running in the UK, Germany, France, Norway, Sweden, Denmark, Spain and Italy.
It is in support of Sony Ericsson's T300 mobile phone, called The Bar, and the snap-on MCA-25 CommuniCam.
In what Sony Ericsson describes as "dogvertising", space has been bought on hundreds of big drooling dogs across Europe. These dogs are dressed in coats that direct people to the relevant promotional website Drool-uk.com. The dog walkers are also dressed in branded clothing.
The campaign is based on 'drooling', an invented trend that Sony Ericsson is claiming began in New York City last summer. Drooling involves teenagers "'drooling" spittle over friends, clothes, gadgets and music as a mark of respect and approval.
It will run for six weeks and will see packs of dogs in major cities walked several times a day.
Kerry Matheson, marketing manager for Sony Ericsson UK & Ireland, said: "The 'drool' campaign is about creating lust for the Bar handset and snap-on MCA-25 camera.
"When we learned about 'dogvertising' we realised it was a perfect fit -- the dogs are a fun way to illustrate desirability. The entire 'drool' campaign has a real edge to it -- something that the target audience all over Europe will relate to."
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