Second installment of Bravia campaign to debut online

The site will also feature podcasts, stills, video and text from the making of the new ad, which is understood to feature fireworks and paint in a similar way to 'balls', which showed thousands of coloured balls bouncing down a San Francisco street.

Sony will also feed content and encourage comments on sites including dig.com, del.icio.us, Flickr.com and YouTube.tv and provide bloggers with digital cameras and access to the commercial set so they can film content for the site.

All the site content will be updated daily and users can subscribe to receive notifications via RSS feeds.

Sony is aiming to build on the online success of the original campaign, which drew an online following after users pasted photos from the shoot on flickr. Sony responded by providing content via user content sites such as Google Video, Flickr and YouTube and linking blogs to the website.

The online version of the 'balls' campaign received more than seven million views and the Bravia site is linked to more than 8,000 blogs.

David Patton, senior vice-president of marketing communications for Sony Europe, said: "The Bravia audience is tech savvy, they are passionate about embracing new technologies, which means online is the ideal medium to connect with this market."

"We see this as a positive way to engage with and communicate with our market. We are not trying to prescribe content to people - this is all about making Sony more open and accessible, having fun and introducing new forms of entertainment in a way that people will positively engage with."

Digital agency Tonic created the online strategy with media agency OMD Digital.

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