The handset manufacturer hopes to tap into what it calls consumers’ ‘latent affection’ for the brand by targeting an estimated 14m web users with a one-off version of Snake on sites including YouTube, MSN, Yahoo! and The Sun today (Wednesday).
Players can move the snake, which is made from the ‘tiles’ featured in the global brand campaign, around the page in order to ‘eat’ pieces of content on the sites.
Two 30-second product-based TV executions will break to coincide with the release of the handset, while experiential activity will run in high streets and shopping centres nationwide.
The game was created by direct and digital specialist Wunderman; integrated agency Inferno is behind the ad campaign.
Nokia UK head of brand and campaigns Adam Johnson said the activity was ‘effectively launching a new smartphone brand’ as Nokia sets out to prove it has ‘got its mojo back’.
He added that the use of Snake was part of a policy to eschew digital display ads and run only ‘engaging’ marketing online.
Johnson said that, from now on, the brand would put most of its marketing budget behind smartphone pushes, because such activity would get people to ‘reappraise the brand’.
In February, Nokia forged a strategic alliance with Microsoft that has led it to power its smartphones with the Windows Phone OS.
Microsoft is financially supporting marketing activity for the smartphones in an attempt to give greater scale and reach to its Windows platform.
Editor’s comment, page 23
Ilicco Elia
Head of mobile,
Lbi
Everyone had written off Nokia, even though it sells millions of handsets. Many talk about the brand as a has-been, yet people still ask for Nokia phones in shops. They are solid, well-made, and call quality outstrips any other phone I have.
It is taking this as an opportunity to draw a line under what’s been before. Its site focuses on a couple of phones, which is a big step away from saying Nokia has a phone for every type of person.
Players can move the snake, which is made from the ‘tiles’ featured in the global brand campaign, around the page in order to ‘eat’ pieces of content on the sites.
Two 30-second product-based TV executions will break to coincide with the release of the handset, while experiential activity will run in high streets and shopping centres nationwide.
The game was created by direct and digital specialist Wunderman; integrated agency Inferno is behind the ad campaign.
Nokia UK head of brand and campaigns Adam Johnson said the activity was ‘effectively launching a new smartphone brand’ as Nokia sets out to prove it has ‘got its mojo back’.
He added that the use of Snake was part of a policy to eschew digital display ads and run only ‘engaging’ marketing online.
Johnson said that, from now on, the brand would put most of its marketing budget behind smartphone pushes, because such activity would get people to ‘reappraise the brand’.
In February, Nokia forged a strategic alliance with Microsoft that has led it to power its smartphones with the Windows Phone OS.
Microsoft is financially supporting marketing activity for the smartphones in an attempt to give greater scale and reach to its Windows platform.
Editor’s comment, page 23
Ilicco Elia
Head of mobile,
Lbi
Everyone had written off Nokia, even though it sells millions of handsets. Many talk about the brand as a has-been, yet people still ask for Nokia phones in shops. They are solid, well-made, and call quality outstrips any other phone I have.
It is taking this as an opportunity to draw a line under what’s been before. Its site focuses on a couple of phones, which is a big step away from saying Nokia has a phone for every type of person.
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