To launch its new 3650 camera-phone, Nokia, through DVCX, identified female teenage “social leaders” in Atlanta, Boston, Chicago, Detroit, Los Angeles, New York and San Francisco and gleaned the inside scoop on teenage culture to infiltrate and introduce the new phone. With the help of these “social leaders,” Nokia found the right parties, restaurants and highschool parties to promote the phone and hand out $50 rebates to those who emailed photos to their friends.
The campaign was deemed a success with 200,000 potential customers reached, 100,000 rebates given, 25,000 pictures taken and sent and 20,000 email addresses collected. Nokia has also garnered a base of 2,000 teenage influencers through whom it can launch future marketing efforts.
