Page 157 - Best Digital Marketing Campaigns in the World

148 The Best Digital Marketing Campaigns in the World

tools available on the N97. Those keen to play, who are well informed about
technology and gadgets; heavy internet and computer users; those who are
very positive towards mobile entertainment in general (music, video games
and imaging); those who are prepared to pay high prices for their mobile
devices, really use all the available technology and tools and replace it most
frequently.

Action

The launch of the Nokia N97 marked the birth of the live home screen. With
this feature, downloaded widgets from Nokia’s ‘Ovi Store’ update in real time
whenever something changes, and with the Nokia N97 in your pocket you’re
always ‘online as it happens’.

To highlight this ‘always connected’ aspect of the N97 the creative team
developed a campaign that focused on widgets users could personally cus-
tomize to deliver real-time information. In other words, the campaign would
let people create their own customized widgets for their blogs, websites and
social media profiles.

On the campaign microsite the user could decide what they wanted their
widget to do: for example they could select a widget to display updates on a
‘hot’ topic, measure the frequency of the search term they use, or compare
two words, names or other items on their favourite sites. They then selected
the source site the widget would gather the information from and chose how
they wanted the widget to visualize the data. If the user was interested in
staying up to date with current events, for example, they might choose CNN.
com or news.bbc.co.uk as their source sites.

The resulting widgets could be embedded anywhere on the web, but that
wasn’t all – every widget could also be submitted into a global competition for
the chance to be developed into a real mobile widget for Nokia devices.

With more than 30,000 entries, there were plenty to choose from.