• by August 25, 2008

Much of nokia usa's advertising had been product ads and co-op communications through carrier operators, and it needed a way to increase consumer involvement. With the launch of nokiaproductions. com, created by Tribal ddb, the brand had a new, collaborative marketing platform supporting its message, "Connecting People." Users could upload media from their phones and collaboratively create and edit movie clips, then vote to choose winning segments. From the winners, film director Spike Lee chose three clips to incorporate in an upcoming film. The site incorporated a blog from Spike Lee, assistant directors' blogs, mini-missions and community forums. The project kept thousands of participants engaged during a period of seven months.