Nokia Readies Campaign To Promote Unique Movie

Spike LeeNokia is ironing out the details of a marketing campaign to promote a full-length movie created from clips that consumers shot with cell phones and submitted online to director Spike Lee. The premiere, set to take place in October at the Nokia Theater L.A. Live plaza in Los Angeles, ties to a promotion through Nokia Productions that launched in April and runs through Aug. 21. 

Consumers were asked to shoot digital footage with a cell phone and submit the content with any combination of text, music, video or images to www.nokiaproductions.com. The completed movie will have four acts. Nokia chooses the top 25 submissions from each act, visitors vote for their favorite top 10, and Lee picks the winners from each to integrate into the final movie. Lee has been directing the collaboration digitally, guiding creative submissions throughout the production.

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Five randomly selected contestants from each act win a Nokia N95 and the opportunity to travel to the film's premiere in Los Angeles to meet Lee. Nokia marketed the promotion through online, word-of-mouth (WOM) marketing, and Bluecasting messages at Nokia Theaters in Los Angeles, New York and Dallas. On request from the consumer, the Bluetooth technology electronically transmits content from a main server in the building to cell phones.

Marketing plans for the movie premiere have not been finalized, but Nokia will likely promote the event through online advertising, WOM and a radio remote in Los Angeles to give away tickets. Nicki Purcell, senior digital marketing manager, Nokia, says the promotion highlights Nokia's branded tagline, "Connecting people."

Purcell says that aside from highlighting moviemaking features to help consumers reap the benefits that Nokia phones offer, the project aims to connect humanity through text, music and visuals.

T-Mobile became a premiere partner of the event in May when it began selling the Nokia 5310, supporting the promotion by featuring Nokia's handsets and Nokia Productions in online advertising, consumer package marketing materials in T-Mobile device boxes, and in-store signs at point-of-sale registers at retail locations.

Nokia has supported T-Mobile on music phones, including the Nokia 5300 and 5310 Xpress Music. As part of the promotion, the handset maker gave away free music download cards, too.

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