The activity will be focused on mobile handsets and has been created to enhance the World Cup experience for soccer fans.
It will be driven by a football application giving fans access to video of the best moments in the qualifiers and the friendly games in the lead up to the finals, football news and games.
Fans will also be able to share all their football moments directly with their friends using social networking site applications built into the handset.
Sony Ericsson handset owners will have access to exclusive content. Fans will also be encouraged to upload and share their own news and pictures.
Stephan Croix, head of global marketing partnerships at Sony Ericsson, said: "All of our marketing investment will be used to enhance and improve the fan experience as we believe this is an absolute priority.
"We will be working closely with our colleagues at Sony to make this happen and help fans realise their dreams."
Sony Ericsson is the Official Mobile Handset of the 2010 Fifa World Cup as part of parent company Sony Corporations sponsorship of Fifa. The finals take place in South Africa next June.
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