Nokia: Great Ideas in Action

By Marissa Shrum

adweek/photos/stylus/20411.jpg

I’m becoming a big Nokia fan. Brian Morrissey at AdWeek points us to Nokia’s new N82 campaign that features a collaboration with CNN, Wallpaper, Lonely Planet and National Geographic. The campaign puts the product in the hands of these media outlet’s staffers…genius - show the product in action…get in good with the content producers…SHOW folks why your product is on point…

On CNN.com’s “In the Field” blog section of dispatches from its international correspondents, Nokia is running a widget showing photos snapped by London-based anchor Richard Quest plotted on a Google map. The widget can be downloaded to users’ social network or personal Web page.

National Geographic has given the N82 to an archaeologist in Egypt and biochemist in Madagascar. Lonely Planet is arming five of its travel writers with the device.

“It wasn’t about us putting our brand logo everywhere,” said Arto Joensuu, global e-marketing director at Nokia. “It was thinking how can we enrich people visits to CNN.com.”

The effort is the next phase of a campaign launched early this year via Nokia digital agency R/GA. To kick off the “Urbanista Diaries” effort, another Nokia agency, 1000heads recruited four bloggers to travel different parts of the world and document their experiences with the N82, which has a camera that can wirelessly upload high-quality pictures online and uses satellite positioning to plot locations.

Nokia paid the bloggers’ expenses, but some gave their unvarnished opinions. Jay Montano, writer of the MyNokia blog, who uploaded photos to the “sports tracker,” gave this description of his experience: “If you were to pull out a strand of hair per each unit minute of frustration from sports tracker and uploading to the Web, in a two-week usage, you’d have taken out enough hair to replace all the blades of grass at a football pitch.”

At an R/GA-created microsite, users can follow the progress of the four bloggers on their trips, which began in New York, ended in London and covered 24 cities on three continents. The bloggers also wrote about their experiences on their personal sites.



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