The campaign has been created by the e-direct marketing agency Luon and is known as . It aims to introduce new users to the Sony Ericsson brand, and also get 350,000 people to sign up to Sony Ericsson's existing database of 2.5m e-newsletter subscribers.
Visitors have the chance to apply to become one of the six competitors in the 12-day event. Initially, a shortlist of 30 nominees will be drawn up, with people voting online to choose their favourite six.
The competitors will compete in a series of tasks in Jakarta, Beijing, Barcelona, Stockholm, Sao Paolo and New York. They will need to use their wit, skill, speed and Sony Ericsson mobile technology to win the title of "Master of Mobility".
The games will be based around different functions on Sony Ericsson handsets, such as Wap or video, so that participants will become more familiar with the features.
Those who follow the game online will have the chance to win a trip around the world for two. The website will host the competition and allow people to track the contestants, read their weblogs and predict the outcome of challenges.
It will be supported with online advertising, local retail campaigns and events.
Toon Diependaele, global digital marketing director for Sony Ericsson, said: "The use of interactive components will allow the online gamers to experience the live challenge, the atmosphere of the different cities and the advanced technological features of the Sony Ericsson mobile phones. The result will be an online reality game experience that drives registrations and purchase consideration."
is a Brussels-based agency that deals with marketing, research and communications. It is retained by Sony Ericsson to handle all of its e-direct marketing.
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