Experiential To Play Key Role In Nokia's Biggest Marketing Campaign Ever
After sliding down BrandChannel's Best Global Brands list from #8 to 14 and losing 15% of its brand value in 2011, Nokia will look to reverse its luck heading into the holiday season by tripling its marketing budget around the launch of a big new product. Today at Nokia World 2011, the company launched the Nokia Lumia, which will be supported by the biggest marketing budget in the company's history.. multiplied by 3! Experiential marketing will play a key role in the 'Amazing Everyday' campaign as Nokia looks to generate buzz through marketing stunts that will fill cities with tiles, one of the Lumia's key product attributes.
"We will invade cities with really fascinating and funny stuff," Nokia Marketing VP, Steven Overman said in an interview. "When people encounter moments like this, they will take a picture and share it. And that enthusiasm is contagious."
A series of viral videos, launched today, shed more light on the type of viral stunts that may be coming to city streets near you courtesy of Nokia's massive marketing campaign for the new Windows phone.
Lumia will be available in Europe and Asia shortly, but not in the U.S. until early 2012.