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Sony Ericsson conducts Music Maniac contest

Cell phone company Sony Ericsson has begun an online promotion called "Music Maniac." Visitors to the website <> can create characters to use as wallpaper on their cell phones. These characters can also be entered in a contest. The winning character will be featured in an ad that will run for a week on the website Ads promoting the site will run on AOL Music, MSN Fitness, MuchMusic, Dose, iVillage,, Cosmo, MTV, Facebook, Eye Weekly, W Network and the Rogers Women's Network. The creative was developed by Iris New York, while media buying was handled by MediaEdge and and public relations by The IPR Group of Toronto. "Exploring these new creative routes allows Sony Ericsson to expand our online engagement to many communities," said Jennifer Bromley, head of marketing for Sony Ericsson Canada. "The Music Maniacs are a great complement to our focus on the digital music experience and our Walkman brand." The contest will close on March 21.

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