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.
Nokia one of the brand leaders in mobile industry to compete with new contenders came up with a strategy to build a network of ambassadors to spread buzz about Nokia software and services through both on and offline channels. The company, in collaboration with Finnish Agency Satama, built a website/landing page, at which Nokia fans could register to become product ambassadors. The participants were also provided incentives to sign up. Within 4 months over 5500 consumers had signed up for ambassador program and helped the company to spread information regarding its software and services to over 134,000 consumers. Case study
Nokia in association with Matchstick planned for a modern and easy WOM marketing strategy to create consciousness among influential bloggers and increase the sales of its technically updated product, Nokia 6682 SmartPhone. To execute this, influential bloggers were selected based on their features of urban existence and provided with 6682 to influence the public. Lot of blog visitors read about 6682 while 73% of influencers were fascinated by the product. Case study
Mosh by Nokia is an excellent marketing strategy where it has taken social networking to a new level. Nokia allows its customers to create this social network and utilize it to demand and exchange various applications, ring tones, widgets, wall paper, videos and much more. Mosh is an “open to anything” approach and since its launch in late May of 2007, it has generated more than 200,000 users and 28 million downloads. Case Study