Sony Ericsson launches the marathon campaign

Sony Ericsson has announced the second Run To The Beat half marathon introducing a genre ‘fight’ concept.

Participants will be given the chance to vote for pop, dance, rock or urban music to influence how much each type of music will be represented along the route.

“We want this year to be a step on from last year,” said Sony Ericsson UK and Ireland PR manager Richard Dorman. “We are still focusing on the activation as September feels a long way off but we have got a level of funding we are putting behind it and we will be taking it across the UK.”

Dorman also confirmed the event will be focused around the new W995 Walkman handset, announced at the Mobile World Congress this week.

The event, on September 27 at the O2 Arena, aims to use sports science and music to improve the performance of the runners, while also raising money for Leukaemia Research.