The campaign centres around a digital magazine which has been created for the purpose of promoting the Sony Vaio laptop to 400,000 readers on Dennis Publishing's subscription database.
The campaign is being timed to coincide with the launch of the new Microsoft platform, Windows Vista. It was created by Sony's B2B arm, Sony Style and more2.
The digital magazine includes voxpops, demos, an interview with David Weeks, the UK marketing manager for Windows Vista, and editorial content from PC Pro magazine.
Jayne Knobbs, marketing manager at Sony Style, said: "We constantly seek new, innovative ideas and creative executions and we believe the Vaio e-zine is just that: a revolutionary, original piece of direct marketing that will demonstrate cut-through in the market."