New Sony Ericsson fan website for 2010

The site, www.sonyericsson.com/extraman, will host WorldCupedia, the world's very first football focused search engine with content accessed through Kosmix. This new application will arm fans with all the football knowledge they could ever need, view highlights from FIFA World Cup qualifier matches, iconic moments from past tournaments and enjoy exclusive football content and football mobile downloads.

This Extra Man campaign is made possible because Sony Ericsson's is the Official Mobile Handset of the 2010 FIFA World Cup.

The centrepiece of the fan-focused mission will be the launch in 2010 of a unique football application, which will deliver the best football experience on a handset. This will provide fans with instant access to football action videos from the best action from the World Cup qualifiers and the friendly games in the lead up to 2010, football news and games.

Fans will also be able to share all their football moments directly with their friends using social networking site applications built into the handset. This forms part of the company's realigned brand strategy, which aims to build a fun, playful and inclusive interaction with consumers.

“Our aim is to provide all fans a rich and diverse experience including giving away tickets to 2010 matches. All of our marketing investment will be used to enhance and improve the fan experience, as we believe this is an absolute priority. We will be working closely with our colleagues at Sony to make this happen and help fans realise their dreams,” said Sonja Shear, head of marketing at Sony Ericsson South Africa.