Nokia Turns New Product Campaign Over to Bloggers
When Nokia released its N97 multimedia device targeting early adopters of the latest and greatest in technology, it handed its campaign and device over to bloggers and invited them to post their discoveries online during a two-week tour to Chicago, Los Angeles and San Francisco.
Challenges included reaching out through various online channels and hosting intimate tech meet-ups, a.k.a. Barcamps. The road trip was documented with the device in real-time using several social networking platforms. The on-the-road portion of the program culminated with an exclusive event in New York City where the wider early adopter community was invited to view the bloggers’ journey, explore the N97 and network over cocktails. The lounge-like environment included special features like a photo installation wall, featuring a montage of photos from the tour illustrating the bloggers’ adventures on the road.
During the campaign, the N97 popped up in various online conversations, resulting in 1.2 million targeted connections. The event in New York had 336 guests in attendance and reached more than 290,000 people through online buzz and word of mouth.