The mobile network, which admits falling behind in its use of digital, launches the strategy after dropping its sponsorships of Manchester United and Ferrari. It will sponsor the McLaren Formula One team from 2007, but wants to move away from similar big-ticket deals.
Instead, Vodafone plans to associate itself with live music and exploit the potential for downloading music tracks on to mobile phones.
Dominic Chambers, head of brand and marketing communications at Vodafone UK, said: "It's a big, big project and one that's very exciting for us."
At the core of the move is a web push, which is being developed by dare.
Vodafone plans to double its digital spend to "at least" 20 per cent of its marketing budget. It spent about £60 million on advertising last year. "We want to up our game in the digital space," added Chambers. Dare is also revamping the main site.
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