Nokia Case study NOKIA PUSH SNOWBOARDING by hypernaked

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NOKIA PUSH SNOWBOARDING

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Industry Mobile phones, devices & accessories
Media Case study
Market United Kingdom
Agency hypernaked
Released April 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: NOKIA
Product/Service: NOKIA N8
Agency: HYPERNAKED
Date of First Appearance: Sep 15 2010
Entry URL: http://pushsnowboarding.com
HYPER: HYPER (HYPER)
Media placement: Community Outreach - Online - Various - 15 September 2010
Media placement: Experiential - Burton European Open 2011 - Event - Laax - 13 Jan 2011
Media placement: Website - Online - Pushsnowboarding.com - 24 Jan 2011
Media placement: Video Promotion - 6 Videos - Youtube - 31 Jan 2011
Media placement: Experiential - Burton US Open 2011 - Event - Stratton - 10 - 13th March 2011
Media placement: Press Ad - 1 Ad - Event Guides, Magazines - 10 - 13th March 2011
Media placement: TV - 2 Spots - ESPN - 12th - 14th March 2011
Media placement: Video Promotion - 3 Videos - Youtube - 11th April 2011

Describe the campaign/entry
To launch the innovative Nokia N8 we did something even more ambitious - to revolutionise snowboarding.
Three key elements made up the project:
• A new sports technology & innovation, created by us and built from the Nokia N8.
• Openness & collaboration: our development took place in public, and was fuelled by crowd input.
• We made the new product development process the marketing.
At the project’s heart lies the Push Snowboarding product: a series of sensors built into riders’ equipment. Built from, and around, the N8, these record & track speed, airtime, foot pressure, orientation, heart rate, even fear.
All the information is relayed live via Bluetooth to an application on the N8, allowing riders to track, score, compare and improve all their runs.
Launched first into social media, followed by events, online & ATL, Push Snowboarding has reinvigorated Nokia, reimagined the marketing process and revolutionized snowboarding.

Describe how the campaign/entry was launched across each channel in the order of implementation
The launch of Push Snowboarding fell into four distinct phases:

Announcement – September 2010
Push Snowboarding was announced to the developer community at Nokia World. We used experiential, street teams & online outreach to recruit developers.

Sustenance & alpha testing – October/December 2010
We developed online buzz through a blog-based site, Facebook, Twitter, all driven by a dedicated community management team.

Beta Testing
Taking place at the Burton 2011 European Snowboarding Open, we brought together bloggers, journalists and legendary riders, such as Terje Haakonsen, to test the N8 & the kit. PR, seeding and content creation from this ensured we reached millions of people on CNN, Sky Sports and Transworld.

Public Launch
Push Snowboarding launched at the US Snowboarding Open. The event gave the public and pro riders a chance to experience the kit. Digital, mobile, TV, press & outdoor, all supported the launch, along with extensive PR & community outreach.

Give some idea of how successful this campaign/entry was with both client and consumer
Push Snowboarding significantly surpassed all target KPIs. We reached over 290m people around the world, had coverage in 26 languages and consumer engagements of over 400,000. We delivered Nokia thirteen times more value than they invested.
Along the way, we’ve reinvigorated love and admiration for the Nokia brand & its latest products. Amongst some of the consumer feedback we’ve had: "This is Nokia’s comeback"; "Nokia = magic"; "Makes me love Nokia again".
Push Snowboarding is that rare thing: marketing that people desire. The project so excited snowboarding legend Terje Haakonsen, that he invited Nokia to trial it at his event, The Arctic Challenge; the World Championships has even asked if the Nokia Push kit can be used for the 2011/2012 world championships in February.
We’ve made people love Nokia. We’ve revolutionised snowboarding. Unsuprisingly, Push Snowboarding is one of the most admired campaigns within Nokia, from this or any other year.