Nokia launches Nokia Channel Me campaign

Nokia & Kolkata Knight Riders have launched a consumer engagement initiative that enables consumers to launch their own personalised channels

by Priyanka Mehra
Published - Apr 4, 2012 7:48 AM Updated: Apr 4, 2012 7:48 AM
Nokia launches Nokia Channel Me campaign

In a bid to take consumer engagement to the next level, Nokia and Kolkata Knight Riders (KKR) have unveiled an interactive consumer engagement campaign – Nokia Channel Me. This campaign introduces a new way for consumers to create and share their personal experiences live with the world by shooting and sharing their videos.

“The campaign offers consumers great experiences and does firsts that consumers never thought were possible. This is also about taking our partnership with KKR to the next level. Earlier, you went to see a match and had a good time; with Nokia Channel Me, consumers can benefit and capture experiences around and during the Indian Premier League (IPL),” said Viral Oza, Director – Marketing, Nokia India.

“What is different about this campaign is that we are empowering the consumers by giving them the control to share their experiences with the world at large and create great films on their great experiences,” he added.

This 360 degree campaign will primarily target the youth in the 18-25 age group, who are avid users of sharing videos. Additionally, to supplement this campaign and make it more attractive, consumers who buy Nokia smartphones during the IPL season will not only receive assured gifts, such as the Nokia KKR fan kit, but will also get a chance to win a DC Design modified Honda City car. This offer is available on the Nokia Asha 300, Nokia C5-05, Nokia 500, Nokia N8, Nokia Lumia 800 and Nokia Lumia 710, and is valid from April 5 until May 27.

Further, the existing and new Nokia smartphone consumers have to download the Fun2Shoot app (for Symbian smartphones) and Windows Phone Marketplace (for Nokia Lumia customers) and create their ‘Channel Me’ or their own personalised channel.

Consumers with the most viewed and liked content also stand a chance to host a Nokia-KKR Chill party. Actor Shah Rukh Khan, who was present at the launch, commented, “Nokia has been extremely innovative in taking the KKR brand forward and helping us connect with consumers.”

With a new campaign out, does the Nokia Channel Me campaign have the edge to make it stand out from the clutter and actually take consumer engagement to the next level? The brand certainly believes so.

“Our campaign for the Champions League, which we did last year, ran for around two and a half weeks and got us an amazing response of 25,000 videos uploaded, which gave us the indication that video consumption is a big thing in India, something we thought we could build on,” said Oza.

“KKR and Nokia both believe we shouldn’t take life or ourselves too seriously, and wanted to make a fun and an engaging connect for the youth who are passionate about cricket and experiences around it,” he added.

The communication for this campaign is divided into two parts, the first one being making people aware of the campaign through television, retail, online, etc. The brand is hoping the second part, which involves the actual mechanics of sharing, takes place automatically.

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