The Nokia N8 'Push Snowboarding' Campaign: An Avant-Garde Social Media Strategy from Engagement to Sales

Name: The Nokia N8 'Push Snowboarding' Campaign: An Avant-Garde Social Media Strategy from Engagement to Sales (English version)
SKU: IN-S945

Dubois, David; Kaur Mastak, Pal

Product #:IN-S945

Supplier:INSEAD

Discipline:Marketing

Details:Case (PDF) • 10 pages • 2015-04-24 (Rev: 2019-10-31)

Subjects:

Marketing Social media Brand equity Marketing management

Your Price:

$9.71

Purchase this material with a free Educator Account and enjoy more benefits:

Free Educator Copy
Free Teaching Notes
Build your coursepack
Discounted academic price

The case illustrates an innovative integrated marketing campaign by Nokia to promote its new phone, the N8. In early January 2010, Stuart Wells, Integrated Global Campaign Lead at Nokia, initiated and supervised the execution of an ambitious integrated marketing campaign. The case follows the decision-making process step-by-step, with particular attention to the use of digital channels in the launch strategy and to social media measurement and ROI.

Learning Objectives

The case can achieve the following objectives individually or in combination: To explore how Nokia leveraged partnerships with major brands such as Burton and events such as the European Snowboarding Open to launch and further develop the N8 To discuss what factors should be considered when choosing a community for a targeted social media campaign to launch a product To focus on how Nokia launched and promoted its new product by implementing a community- and advocacy-based approach To understand how to evaluate a social media campaign