Nokia Ovi Maps

In 2010, Nokia sought to introduce their free interactive map application to residents in Europe, Latin America, and Asia that owned smartphones.  Their campaign targeted all Facebook users within those regions that were age 13 and older to inform them that their free GPS service could be used while walking or driving, without any restrictions.  A secondary goal was also to show that Nokia was one of the innovative leaders in the world of smartphones.

  • Nokia used Facebook to introduce their free GPS application
  • Everyone 13 and older was targeted on 3 continents
  • Additional goal of increased brand awareness for innovation
  • Campaign focused primarily on two 24 hour periods

Over 408 million visitors were recorded with 104,330 connections within the two separate 24 hour trials.  This represents about 10% of Nokia’s overall fans on Facebook.  Over one million people downloaded Ovi Maps during the first week of the promotion alone.  You can view the actual case study here.

Houlihan’s Restaurants: The Benefits of a Closed Online Community

Houlihan’s Restaurants, a chain that competes with the Appleby’s of the world, has taken a unique approach to marketing themselves online. Eschewing common advice to “go where the eyeballs are,” Houligan’s created a closed online community, letting it promote exclusive invitations to tasting events and other member-only events.

Backed by a 200,000-person email address list, the chain started by identifying its most active customers (those who participated in surveys, RSVPed to offers, etc.)

The chain’s community runs on the private-label Ning service. About 15 to 20 per cent are active members. “We gauge that by hits to the HQ site (when an e-mail is sent asking for feedback, to do a survey, etc),” Houligan’s digital marketing manager said.

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