Plugging the phone's high-tech features, the CCG.XM-developed competition has internet users serving as secret agents, who are tasked with mastering the 6100 as if it were a high-tech gadget specially produced to help them execute an "international mission".
Entering 'mission control', an online secret underground chamber, internet users are briefed by a 'lab expert' and must perform a series of tests under her watchful eye.
Adrian Lee, campaign executive at Nokia Mobile Phones, said the online campaign, at www.nokia.com.sg/apc/missioncontrol/, was tongue-in-cheek.
"The humour is dry and witty. It was not intended to tie in with the popular spy film genre, but this has been a fortunate coincidence in some markets.
"For the first time, we are using interactive voice streaming in the micro-site to create a more compelling user experience - it definitely gets you more involved," said Lee.
The new phone is designed for mobile professionals and is created in the classic Nokia design. It allows users to take digital photos as well as send and receive multimedia messages.
Lee added: "The phone itself is small, sleek and full of new features such as a colour screen, tri-band, multimedia messaging, WAP-over-GPRS, digital wallet, polyphonic ringing tones, exactly the kind of gadgetry you would expect in any spy thriller."