The Brief

Nokia was facing stiff competition in the smartphones segment from Samsung that had enticed the young with exciting apps on the android OS making it one of the coolest and most desired smartphone brands. The objective was to get the youth to engage with the brand again. Nokia used the IPL 2012 (Indian Premier League) T 20 cricket with its long standing sponsorship of team KKR as a platform to engage the Indian youth with a smart phone experience that brought them closer to Nokia and to a game that they feel very passionate about.

Describe how the promotion developed from concept to implementation

The promotion idea needed to drive Nokia’s new smartphone portfolio to re-establish tech currency through Apps via social engagement. For this, the app had to deliver a never seen before IPL experience for the young. For the first time regular coverage was done away with and the Youth were given a platform to broadcast IPL Media usage: DIGITAL- Channel Me live website, Youtube, Live Tweets by celebrites - FB RADIO - Drive entries, Plug-in the best entries RETAIL - Live Channel Me TV, Live demos of the app, creation of IPL experience zone TV – Launch, Shorties, Consumer broadcast film

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

0.6 million - Unique visits 0.45 million - Increase in FB fan base 30,000 channels created 6.2 million conversations in social media 0.3 mn you tube views Also the top video generated over 1,17,796 views. 3.2 media multiplier, much more than expected

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

Nokia smart phones played a pivotal role in bringing to life an exclusive channel me experience for the young in a manner that only a savvy tech brand could in a manner that understands its audiences, their need for co-creation on matters that interest them most.