LG Electronics is spending £4 million on a marketing campaign to showcase its Optimus L3, Optimus L5 and Optimus L7 smartphones in the UK.

The campaign, which uses outdoor, print and online advertising, has been created by London-based MWorks.

Orange has announced a partnership with Sony Mobile Communications for the UEFA Euro 2012 football tournament. The two companies plan to offer a combination of online competitions, in-store promotions, and live events in the 11 European countries served by Orange.

Some elements will be just for Orange customers, while others - including an Orange Supporters’ Cup with prizes including match tickets and smartphones - will be available to anyone.

Orange UK has revealed an NFC-based loyalty scheme called ‘Quick Tap Treats’ in partnership with the EAT restaurant chain.

Customers with a compatible NFC-equipped Orange phone will be able to to tap their handset against a special poster at any participating EAT outlet. They’ll then be directed to a mobile game, with winners receiving a voucher for a free treat. Options include free food, free drinks and ‘upgrades’ to larger portions.

Sony Ericsson has expanded its existing relationship with surf-inspired brand Billabong to create an Xperia active Billabong Edition smartphone.

The original version of the scratch-resistant handset was announced in June 2011. It’s dustproof and water resistant to the IP67 rating.

Mark Bridge writes:

Happy New Year and welcome to the travelling circus better known as the Carnival of the Mobilists. If you’re looking for the best mobile-related blog posts from the past couple of weeks, you’ve come to the right place. (If you’re wondering about the name of Beyonce’s baby, you need to try somewhere else).