PR team: 1000heads
Timescale: October-December 2008
Budget: Undisclosed but believed to be in the region of EUR20,000
Nokia's latest addition to the Nseries is the N96 mobile computer. To support the sales launch, Nokia enlisted the help of word-of-mouth specialists, 1000heads, to create an experience that encouraged bloggers and online community members to interact with the device features in a more immersive and challenging way.
- Encourage exploration of every aspect of the N96 device
- Stimulate conversation about a range of different Nokia products, services and experiences
- Produce entertaining results
STRATEGY AND PLAN
1000heads developed a six-week story supporting the digital campaign's martial arts theme. Influential bloggers and online voices across ten countries were engaged, and given a black martial arts outfit and a Nokia N96 to initiate the challenge. A series of handwritten ancient parchments were sent out, detailing challenges that explored the different features of the Nokia N96. Each person was offered the chance to win additional devices for his/her community for successful completion of all challenges.
More than 200,000 online mentions were generated, across 117 different social media venues.
Eighty-five per cent of all word of mouth referred to Nokia, including detailed reviews and showcases of individual N96 features.