The Brief

In Aug 2010, Nokia is going to launch a legend. A legendary solution lead by a legendary handset –N8. China as the primary Market for Nokia, we need to develop an ultimate solution to reinforce Nokia as an exciting and innovation brand with relevant Solution.

Describe how the promotion developed from concept to implementation

Early adopters want to be the first to know, create and share. They are well-informed and socially engaged. They use digital media to boost their social currency & kudos. Therefore, we want to make them become our troops for our product launch

Describe the success of the promotion with both client and consumer including some quantifiable results

In 8 hours online press conference, campaign reach 32million and 2.6 million UV. And gained 5.1 million participant and 50 million social media influences within 8 days Content were shared 3.9 million times in one day to different social media which worth US $1.7 million on average Nokia campaign CPE Nokia brand buzz volume increased 13%, mention in forum and blog increased 640% and search volume Index is 5 times more Acquired 601,886 new fans in fanpage on china’s facebook in just 8 days Record high pre-order, 1,744 units sold in 1 days 5 times more than previous flagship product

Explain why the method of promotion was most relevant to the product or service

We created the 1st social media launch campaign in Nokia history by using Sina microblog (China’s Twitter), one of the most popular social media sites in China as our catalyst, everyone could be a reporter by using our platform. They could interview and dialogue with celebrity during our 8hours long online press conference. It made millions of people connecting together to tell the story about us in one day.