Sony Ericsson Uses Celeb Hook to Push 'Mobile Imaging'

It's a phone. It's a camera. It's a PDA—no wait, it's the latest generation of mobile phone cameras. To perk up consumer interest in these all-in-one devices, Sony Ericsson has recruited a roster of Hollywood personalities to use its new T610/T616 phones during October and November to snap photos of their daily lives.

Celebrities such as Lenny Kravitz, Katie Couric, Matt Lauer, Amanda Bynes and others will then share their photos to raise money for the Make-A-Wish Foundation via an auction.

Images from Sony camera-phones are touring four cities

The celebrity photos also take center stage in a four-city tour at Loews Hotels in Miami, New York City, Chicago and ending Nov. 9 in Los Angeles.

"This peek under the tent will show consumers the ease and relevance of the technology," said Jon Maron, director of marketing communications for Sony Ericsson.

At the same time, consumers are invited to submit their photos to www.t-six-ten.com to enter a photo contest to be judged by the celebrities. The finalists will get to attend the auction Nov. 13 in Los Angeles.

The celebrity hook is one that Sony Ericsson used successfully last year, when it launched its P800 phone via a highly publicized—but exclusive—Hollywood party, during which guest were invited to snap photos during the event and phone them out to non-attendees.