Nokia has unveiled a cross-platform new advertising campaign for its new Supernova 7610, aiming to engage and interact with a younger audience via its own ‘web 2.0 drama.’ The integrated campaign, which utilises multiple channels including TV, print, outdoor, radio and digital, kicks off with a TV ad centred around the lives of three characters, with the drama unfolding after they listen to each others’ voicemail.
Upon visiting www.somebodyelsesphone.com, fans can learn everything about the characters through their text messages, photos, videos and calls. They will also be able to add an image of each character’s Nokia Supernova 7610 phone as a widget to their existing social networking profiles. The campaign will run in 10 different languages through a constant content feed over six weeks. When the six weeks are up, the characters’ story lines will hit crucial decision making points, at which stage fans will be able to interact via the website and mobile to decide the characters’ fates, while being in with a chance to meet the characters.
All in all it’s a nice example of an ad campaign which is dependent on user interaction while neatly showcasing the particular product’s key features.
http://link.brightcove.com/services/link/bcpid1600158116/bctid1858953112
-Sam
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