The telecoms giant is targeting an audience of 16- to 24-year-old style leaders and opinion formers.
The campaign has been created to promote Ericsson's relatively cheap T300 phone and camera and articulate its multimessaging capabilities, which allow users to send homemade mini movies.
The phone is nicknamed The Bar because of its shape. It includes the MCA-25 snap-on CommuniCam camera and is billed as the low-cost way to send images and music messages to friends.
The creative work introduces a mythical new craze that sees teenagers and young adults drooling over themselves and their friends as a mark of respect and approval.
The cross-media campaign will include posters, a special website, microsites, virals, radio sponsorship, promotions and further guerilla marketing activities.
The campaign also trails the website www.drool-uk.com, which aims to appeal to its target audience by listing a glossary of underground language used by the droolers, such as "droolster" and "ma slap".
Kerry Matheson, the marketing manager for Sony Ericsson UK and Ireland, said: "The dictionary defines 'drool' as showing an excessive appreciation for something, and we wanted to create lust and desire for The Bar. By creating a viral 'drool' sub-culture, we can target style leaders and opinion formers and help create a desire and buzz for The Bar."
This article was first published on Campaign