Sony Ericsson is launching a Da Vinci Code phone as part of its sponsorship deal with the film.
The special edition K750i comes pre-loaded with the audio book and a special edition collectors sleeve featuring the famous image of the Mona Lisa.
Sony Ericsson is also running a campaign in Metro newspapers to promote the tie-up. Readers will be invited to “crack the code” and “shed light on the mystery” in a series of teaser ads running tomorrow (Thursday) and Friday.
Successfully solving the code will lead readers to the TV pages of the newspaper, where they have to hold the page up to a light to reveal the final clue. They will then be directed to a website where they can take part in a competition to win a trip to the cities featured in the film.
Last month Sony Ericsson launched a Robbie Williams branded phone as part of its multi-million-pound sponsorship deal with the singer (MW April 20). The W300 Walkman phone, which goes on sale at the start of Williams’ European tour at the start of June, will feature a live recording and video clip of the opening song of the tour. It will be embossed with a Robbie Williams logo and come with direct access to the singer’s WAP site.
Last year, Sony Ericsson took its first steps into advertiser-funded programming by hosting a love music event called Christmas Calling. The event was aired on Channel 4 in December.