Sony Ericsson and 3 use social networking and experiential to drive awareness of new handset

A mobile phone manufacturer and operator have joined forces to promote a new mobile handset. The campaign, which is being run by Sony Ericsson and 3, focuses around a competition, using an innovative mix of marketing, including social networking and experiential, to encourage consumers to take part. The overall aim is to increase awareness of the newly launched C510 Cyber-shot handset.