Activity for the campaign allows users to see the different functions of the P800, which has a built-in camera; PDA functionality; gaming and video capability; aeroplane mode, for when the user is flying; and Memory Stick, to allow usage with other Sony products.
Created by Good Technology with planning and buying by Mediaedge:cia Digital, the campaign is targeting early adopters of new technology.
The campaign, which runs until the end of May, includes overlays, mini-sites and messaging units.
Dan Brown, strategist at Mediaedge:cia Digital, said: "The Sony Ericsson P800 is a unique product with ground-breaking functionality. Its purchasers will be technology users, so digital channels -- both fixed and mobile -- are an ideal place to demonstrate its capabilities in PDA, gaming, music and mobile arenas."
Other promotional activity for the campaign saw the P800 feature in the latest James Bond outing 'Die Another Day', where a North Korean villain uses it to take the superspy's picture and quickly scans his image to discover that Bond is a British agent.
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