Nokia N8 ‘push Snowboarding’ Campaign

Nokia N8 ‘Push Snowboarding’ Campaign

Introduction

The introduction of Smart phones was the disruptive technology which used the development of third generation (3G) to its advantage. Users access to platform iOS and Android allowed more Apps and thus interaction between the groups and the market leaders like Nokia and Blackberry were the old generation phones.

To gain the lost market share and its market leader position, Nokia did open its operating system to third party providers. However, they did not have a first movers advantage anymore. Apple and Samsung are already pioneer in the field. Also, as Nokia N8 is of higher quality compared to its competitors and had more features, it also had high cost and thus low margin. So, Nokia needs to reach out to mass people and marketing team needs to make sure that they can connect to the smart phone loving generation.

Assessing the campaign

With its reach to 290 million people and interacting people on different platforms such as websites, twitter, YouTube, etc, we can infer the campaign was a huge success. The marketing team needed a platform to convey the brand message to the people, ‘Connecting People’, and the Snowboarding provided the perfect platform. Snowboarding did not just have a high number of snowboarders, but also high number of people aspiring to be. As Snowboarding is a high-end sport, it is associated with adventure junky, youth and power. As the targeted market had the same persona, it was the perfect fit. Also, a way to track the performance and compare it with other community members gave the perfect opportunity for the aspiring snowboarders to see where they stand. The channels used to were mix of traditional media (TV ads) and social media platforms (Twitter and YouTube). These were the qualitative measures to assess Nokia’s campaign.

For quantitative metrics, we see that the campaign had reached 249 Million people with 8.2 Million via Twitter only. The YouTube user generated content resulted in 35,000 hours of viewing and online and press news reached 36 Million people. If only twitter is taken into account, Nokia Push was able to secure more than 5000 followers and 196 out of 2,305 tweets marked as favourites. As an effect of the mass reach out, we could see that Nokia’s brand preference increased by 3.25% and the N8 device preference increased by 14% based on the 1,000 respondents.

Did it do differently on distinct metrics? If you identify any gaps, why did you think they emerged? What were the risks associated with the campaign?

The campaign was able to generate awareness about the N8 phone and was able to engage the targeted customers as well. However, they were not able to convert this into a sale opportunity. Even though the campaign was able to reach to mass majority of the people, it was still