Nokia have struck an impressive looking brand partnership with Red Bull as part of their fight back linked with their new Microsoft Lumia mobiles. Impressive looking as the details are still sketchy as to what exactly the partnership will include.....
Certainly at Mobile World Congress 2012 in Barcelona Nokia were getting very excited about the partnership and were handing out Red Bull F1 goodies (nice little box branded with the Redbull logo; inside were some free redbulls, a 16GB memory card, a model car of Sebestian Vetels winning F1 Car, a nice cap and a DVD about flight…..a lion, a witch, a wardrobe…..) like they were going out of fashion…(which Nokia clearly don’t think they are)!
Nokia appear to have grasped that creating a brand partnership with a stronger and more admired brand will actually do your brand the world of good. Especially if you’re a brand like Nokia….
Although the partnership seems short on detail….Red Bull promise that they have created a “Signature partnership with Nokia…..which will result in a unique and compelling multi platform proposition for consumers….to deliver amazing experiences….the best sporting and culture content….that has never been seen before….everyday…..” so in other words we don’t know and we’re working on it but it’ll be great because, hey, it’s Red Bull!
World Champion Formula One racing driver Sebastian Vettel appeared via video at Mobile World Congress to introduce the new
partnership so it must be good…. Apparently no expense was spared in the negotiations with Red Bull owning an Apache helicopter that sits on the tarmac near company headquarters in Salzburg, Austria where negotiations took place….although whether any Nokia executive took a ride to jump off and do some extreme skiing no one appears to know….although it could have helped if the negotiations were in the air…Red Bull would have gained even more commercial revenues from this deal than they clearly already have…….
The world waits with baited breathed for this “amazing everyday Red Bull/Nokia content”……