SanDisk raised eyebrows amongst iPod devotees last month when the company launched a viral campaign called iDon't, a commentary on the so-called "conformity" encouraged by the iPod players.

They even launched a Web site at www.idont.com, complete with posters and T-shirts featuring slogans such as iSheep, iFollow and iChimp.

Yesterday, SanDisk launched the next phase of the campaign, in the form of a new mascot, Lil' Monsta.

Visitors to www.idont.com are now redirected to www.lilmonsta.com, where the mascot introduces the Sansa players – which is, of course, the whole point of providing commentary on the iPod phenomenon.

The animated site shows the main features of the Sansa range, including the e200s, which has just arrived in Australia.

"We thing that marketing for MP3 players has been much too serious, and so we are taking a tongue-in-cheek approach," SanDisk's Nelson Chan said in a statement.