The £1m campaign will run across 150 of the UK's most heavily trafficked web sites, including yahoo.com, ebay.com and lastminute.com.
Developed by Agency Republic, it will be centred on an interactive game, based on the old-fashioned hoop and wire co-ordination game, to see whether players' hands are steady enough to use a camera phone.
All users will be directed to the online shop as part of renewed efforts by O2 to build online sales of handsets.
O2 recently registered its millionth online customer and this year has substantially increased online advertising spend because of the growing effectiveness of the medium.
It has been reported this week that O2 is about to agree a new £10m sponsorship deal with the England rugby team, following their World Cup success. O2 denied any deal, but is in talks with the RFU.