Radio 1 DJ Zane Lowe's Home Taping Tour of the UK is to feature an experiential campaign as part of Sony Ericsson's sponsorship leverage with the new W950i Walkman mobile. The sponsorship deal and all experiential activity have been devised and created by iris experience.

As part of the activity, a micro-site has been constructed alongside the main Home Taping site to attract user-generated content. Here, users can upload their own remix, bootleg or original track, as well as stream other submissions and leave comments or a star rating. Zane will be downloading all entries to his W950i mobile throughout the tour, as well as post a weekly top 5 chart and eventually pick a winner, who will be given the privilege of playing live with Zane at the final night of the Home Taping Tour in Manchester on 15 December.

Sony Ericsson activity at the events will include the provision of free exclusive content using hypertag technology. Roaming staff wearing hypertag units will enable guests to receive ringtones, wallpapers, message alerts and images by activating the Bluetooth facility on their mobiles.