Replay has been created by integrated agency Iris and comprises a marketing campaign and a version of the playground game, for which the agency and its client have devised a set of rules and moves.
The campaign, which is aimed at European football fans aged between 16 and 25 includes a viral element featuring football "freestyler" Colin Nell kicking a ball against a wall while being watched by an imaginary crowd.
Other work in the campaign includes posters, online banners and a website and Wap site where fans can find out how to .
The first phase of the campaign kicks off this week and will be part driven by experiential activity across a number of European cities. Iris Experience will give consumers the chance to play the Replay game on specially designed Replay walls, as well as try out Cyber-Shot handsets or sign up to a Vodafone store promotion.
The latter will give people who buy a special Replay-branded phone access to exclusive Champions League content including wallpaper, screensavers, ring-tones and goal highlights from qualifying games. Those who buy the handset will also receive an official Uefa Champions League ball.
Football fans also have the chance to win tickets to a Replay party, which will take place on the night of the Champions League final in May.
Timo Maassmann, global marketing manager at Sony Ericsson, said: "We've put the Cyber-Shot handset at the heart of an inspiring football campaign, which aims to motivate football lovers to grab a ball with friends and capture those spontaneous moves that can be played again and again."
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