The phone, designed for Java-based games, comes pre-loaded with 'Tony Hawk's Pro-Skater 4', and the urban skater image has been used throughout the campaign to target 16- to 24-year-olds.
The £300,000 promotion is currently running on the Kerrang!, NME, Freeloader, MP3 and Virgin.net websites and is supported by press, outdoor and ambient media.
Backed by Eyeblaster creative, the push includes a microsite, accessed through banners on the magazine websites, which allows visitors to move through a mock urban street, sampling phone games and information on the product.
A multilevel platform game, 'Park Life', which also has a skater theme, has been developed by Skive and syndicated to the majority of participating websites. Top scorers can win tickets to Glastonbury this coming weekend and a CD of underground music, which also contains a graffiti emulator.
The emulator allows users to graffiti a range of street scenes and send the result to their friends via an email, which sprays the image across the recipient's screen. There is also a Sony Ericsson-branded skatepark themed chatroom site, Dubit, in which skateboarders can communicate with each other and get more information on the phone and Tony Hawk's game.
Dan Brown, account manager at Mediagedge:cia Digital, said: "Talking directly to this youth audience in their own language can make you look ridiculous, so we chose to enable them to talk with each other."
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