The homepage takeover, part of Sony's campaign to promote its latest Bravia TV range, will run over three periods which coincide with Champions League games, between 1 April until the end of May. It will run across the UK, France, Germany, Spain, Italy, The Netherlands, Sweden, Poland and Russia to target a football and entertainment-oriented audience.
The centrepiece of the Bravia campaign will be the "Bravia-drome" built to demonstrate its Motionflow technology, which eliminates the jerkiness sometimes experienced on standard TV.
Sony will also become the first business to take over London Waterloo's digital escalator panels (DEPs) for two weeks from 27 April. Escalators will be wrapped to recreate the look of the Bravia-drome, with content from Sony's TV ad featuring Brazilian football star Kaka on the DEPs. The TV ad will launch on 6 April.