CASE STUDY: How Nokia used digital as a catalyst to drive product promotion events

Background
As part of its ongoing promotions for Lumia in The Philippines, Nokia held an exclusive and by-invitation only ‘Lumianation’ launch party for the Nokia Lumia Range.

Wunderman used digital elements to engage the potential target audience via Twitter and Facebook. An effective monitoring tool was used to capitalise on conversations generated by the on-ground event.

Aim
The campaign targeted fashion-forward youth who want to be invited and be a part of exclusive parties held in town. They are also more likely and willing to try a new product. The event had to be built online to create excitement and connect the online and offline fans/consumers.

Execution
One week prior to the event, announcements to give away invites to the exclusive launch event were made. People were asked to share the local Lumia TVC, with the first 100 shares on the first day and the first 50 for each of the two consecutive days rewarded with a two-person pass for the event.

Teaser posts were closely tied to the actual event (i.e. how to get tickets) and there were open calls for shares which the community would appreciate. The chance to get on an exclusive guest list also increased the excitement of the campaign. Names were gathered from the Facebook 'Nokianatics' page to the guest list and winners could be converted into loyal ambassadors of the brand in the future.

This social interaction was further driven by a YouTube 'Hammer Test'. Digital was used to amplify the event online specifically on Twitter by being part of The Philippine trending topics for the night.

Results
Nokia Philippines had a drastic uptick in tweets about the Lumia phone on May 18, and it resulted in a total of 9,365 tweets. This is 1.8 times more than the highest event in NAM–the Siri event.
The “unique users per hour” and “unique tweets per hour” for particular hash tags like “#NokiaLumiaPH” and “#Lumianation” showed a dramatic increase.

On Facebook, there were 17 posts for #Lumianation; 584 combined comments for #Lumianation posts; 1310 combined likes for #Lumianation posts and 839 combined shares.

On Twitter, there were 1,859 unique users for #NokiaLumiaPH; 27,235 tweets using #NokiaLumiaPH; 678 unique users for #Lumianation; as well as 6683 tweets using #Lumianation.