Nokia, AT&T Reward Green Day Fans for Social Action
To launch its free Nokia Music service, Nokia partnered with AT&T and Green Day to reach a targeted audience, create media buzz, generate consumer impressions and increase social chatter around the new platform. The strategy involved a social media campaign, a drive to the AT&T store in New York City’s Times Square, a live performance in NYC with on-site activation and a VIP experience and more.
A co-branded tab on Green Day’s 25-million strong Facebook page featured the “Numero Uno Fan” contest that rewarded fans for completing social actions and sent top fans to a Green Day concert at Irving Plaza in New York City. At the concert Nokia brand ambassadors distributed RFID wristbands that fans registered on Facebook and used to enter prize giveaways and post pictures. Five attendees received Nokia Lumia 900 smartphones to document the concert. AT&T used the content in its social media platforms. Green Day created three exclusive playlists for Nokia Music and live streamed three songs from the concert via YouTube.
Green Day’s Facebook page provided a central hub for social action related to the digital campaign and live event. Fans completed more than 179,000 social actions and more than 165 million social impressions, sweet music to Nokia’s ears.