Nokia launches new digital programme in China

Developed in conjunction with Eight Partnership, the centrepiece of the Ncool programme is a website where users congregate to exchange opinions, photos and links.

"This is a website for individuals who are not just seeking another online activity, but a real viral community where they will find a depth of involvement with their peer group," said Eight Beijing digital marketing manager Simon Xue in a statement.

At the heart of the programme's theme is the "Battle for Cool", challenging users to compete and vote to rank cool.

The topic for battle is chosen each month by well-known personalities, with the first guest being Kelvin Kwong. Further engagement will be driven by exclusive one-to-one video interviews with the celebrities.

The Internet site has been extended into a WAP portal allowing users to upload Ncool‚ findings directly from their mobile phones, as well as preview the monthly winners. The site is also designed to support and promote Nokia‚s N-series range of multimedia enabled mobile phone products, and there will be an exclusive NSeries user section on the WAP site to reward existing Nokia phone holders.

Video virals will be seeded in national online SNS destinations across China, supported by online, print media and mobile advertising. The viral films were produced by One Production and shot by Beijing director Wuershan.