Clever marketing goes a long way in the portable electronics industry (Apple will certainly attest to that). RCA/Thomson has designed a whole new website to promote their latest portable media player, inviting visitors to “unlock the mystery of the Black Diamond.”

The smoky haze may give the impression that you are walking into uncharted territory, but the Black Diamond — otherwise known by its less inspiring name, the EH306 — isn’t all that different than what we’ve seen before. It’ll blast music, play movies, and display pics stored on its 6GB of on-board memory, keeping you in the loop with its 1.5-inch display and spiffy crosshair control scheme (hence the funky blue “logo” in the picture).

Want to experience it for yourself. Click here.