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3-1 Case Study: The Nokia N8 ‘Push Snowboarding’ Campaign
3-1 Case Study: The Nokia N8 ‘Push Snowboarding’ Campaign
Jordan Sadler
MKT 605
Dr. Papoulias
3-1 Case Study: The Nokia N8 ‘Push Snowboarding’ Campaign
In 2010, Nokia’s marketing team was tasked with coming up with the roll-out strategy for
their newest phone, the Nokia N8. This particular marketing strategy needed to be different from anything that Nokia had ever done in the past because the company had very lofty sales goals for
this new phone, and they were dealing with mounting pressure from their competitors in the market. Although Nokia had been the leading phone manufacturer for many years, competition from newer smart phones such as Apple’s iPhone and Samsung’s Galaxy was causing them to lose market share at a rapid rate. But they were hoping to change this with the release of the Nokia N8, their first touchscreen smartphone that could adequately compete with their new competitors. The key appeal to the Nokia N8 was that it had superior power and technological capabilities that were actually much stronger than that of its competitors (Dubois, 2015, pg. 3). This made the marketing campaign for the Nokia N8 that much more important because the company needed to be able to put these capabilities on display in order to see the success that they needed for the phone and for customers to see the phone as better than its rivals. The first element that Nokia would rely on for their marketing campaign was social media. The company found that social media platforms had a number of things in common with the Nokia N8, such as fast growth, a pioneering spirit, and a desire to connect people (Dubois, 2015, pg. 3). And given that one of the key roles of the Nokia N8 was to connect people, the companies marketing team decided that social media, which was still relatively new at the time, would be a great source to help promote the phone to their most digitally-savvy customers. This was a risky approach at the time because several major brands had tried and failed to successfully use social media platforms as a means for marketing, so Nokia had to be extra thoughtful and careful with their efforts. One of Nokia’s first social media strategies in their campaign was to use selected customers that would be given the N8 and tasked with showcasing
3-1 Case Study: The Nokia N8 ‘Push Snowboarding’ Campaign
the features of the phone that they liked to their followings using their preferred social media platform. The company also hoped that this would showcase the phone’s ability to capture, communicate, and share information that consumers would find valuable (Dubois, 2015, pg. 4). The next marketing element that the company came up with was the development of their
“Push Snowboarding” campaign. This feature of their marketing campaign came about when the marketing team came up with the idea of sensors that would be able to measure and track snowboarding performance with the Nokia N8, which would allow snowboarders from all over to compare their performance with others. The company hoped that this would create a strong momentum for the N8 by increasing product referrals and creating high levels of customer engagement in the form of customer generated content (Dubois, 2015, pg. 5). This element of the
marketing campaign was so important because it would allow the N8 to influence the lives of the
snowboarding community while actually becoming an integral part of it, allowing them to track and measure their own personal performance with the ability to compare it with other athletes and community members, giving them a chance to connect with each other.
Through this idea, Nokia was able to partner with Burton Snowboards, which had been the largest and most popular snowboarding brand in the world since 1987. Similar to Nokia, Burton was known for their innovation in the snowboarding industry, with their high-performing snowboards and very popular clothing designs. With Burton’s expertise in the snowboarding industry, they were able to help Nokia develop sensors that could be attached to a snowboard and
connect to the N8, which would then allow snowboarders to measure different performance metrics such as speed, rush, heart rate and pressure (Dubois, 2015, pg. 5). The main goal of this partnership was for members of the snowboarding community to then share this information on social media platforms to connect with other peers in the community. This partnership was so
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