Philips Electronics has launched a new site and campaign designed to reposition the company as a lifestyle brand, reports ClickZ.

The site will feature as much of a hands-on experience as is possible online, seeking to connect visitors as closely to the products as they can.

Alongside that comes videos that have been released to YouTube, and other tactics designed to generate buzz.

Philips is seeking to reposition itself as a lifestyle brand in the consumer electronics space. Most of that push will be devoted to entertainment products like MP3 players and TVs. Those will receive not only the viral efforts but also more traditional banner and other ads.