Sony Ericsson has launched a multi-channel effort to promote its new K500i camera phone. The "Sleep-Tomorrow" campaign by Mec Digital will be featured through the Lycos European network until February 2005.
A competition giving away a five-days vacation is associated to the initiative. To enter, people had to submit a description of how they will spend their perfect day. Now we are already in the second phase of the challenge, in order to win a "perfect" day, users have to guess the best five ideas selected by Sony.

To find out more about Sony Ericsson online branding strategies, you can also read a comment by Philip Smith on Revolution.