The six-week sponsorship allows users to upload their own holiday clips onto a Yahoo! Maps-led mash-up and leave comments and ratings against other videos.
The standalone site will be launched simultaneously with language sites in UK, France, Germany, Italy and Spain, Sweden, Denmark and Norway.
Yahoo! UK & Ireland director of media sales, Blake Chandlee, said, “Destination Handycam is a fantastic example of how online marketing can work successfully with social media.
“By providing interesting and unique content – not just simple branding – we are enabling Sony to engage and interact with a key audience in very meaningful way.”
The rating element will be used to determine a winner each week for the best video uploaded to the site.
Nicolas Fidry, Handycam senior marketing communication manager at Sony, said: “We are really excited about this activity because not only is it something that has not been done before, it’s a unique way for us to really connect with a key audience.
“Inviting user video, ratings and reviews and leveraging the Yahoo! platform will enable us to strengthen these relationships further.”