Nokia Trends Lab (12snap Germany) | MMA Global

Nokia Trends Lab (12snap Germany)

January 25, 2008

Nokia Trends Lab 

Company: 
12snap Germany
 
Brand:
Nokia
 
Goal:
Designed to increase credibility amongst youth for Nokia’s music and entertainment offerings, the idea of Nokia Trends Lab as a music lead hub of mobility experiences was born. By combining new sounds, innovative digital art and extraordinary events, Nokia Trends Lab was moulded into a series of multimedia experiments on and off stage. Consequently, local and established artists embarked on a quest to “push the boundaries of mobility as part of the creative process”. Not only was digital art created with and through the mobile phone, it also served as a guide to Nokia Trends Lab before, during, and after the events. Therefore, Nokia succeeded in achieving mobile technology leadership and expertise in the field of music, creating a mobile window to a real multimedia experience.
 
Solution:

A mobile entry ticket into the world of Nokia Trends Lab! A multi-faceted approach was taken translating the mobility aspect into a real life experience. The mobile element was pervasive on all levels. Prior to the events, visitors could access the Nokia Trends Lab universe from virtually anywhere through a mobile internet site. It was cross-promoted through mobile banners and editorial content on Nokia’s youth hub, Nokia Zine. In addition to information about the events and the story of Nokia Trends Lab, visitors could also download content from previous Nokia Trends Lab events or upcoming artists from the mobile site. At the events, entrance was granted through mobile tickets, which were redeemed through 2D code scanners. In addition, votes and sweepstakes were conducted through SMS and visitors could download artist content such as ringtones, wallpapers and videos onto their phones via Bluetooth stations. After the events, downloads were also made available from the web download centre, which served as a virtual gallery space. The Nokia Trends Lab idea was carried on in between the events and participants were able to download digital creations of local talents and established artists onto their mobile by entering their phone number on the web site.  

Result:
The great success of Nokia Trends Lab was laboratory-confirmed! The download of wallpapers, ringtones, and real tones skyrocketed, indicating that Nokia Trends Lab content was king! Most of the content pieces were downloaded from the mobile site, boosting the popularity of the Nokia Trends Lab portal. At the events, acceptance of mobility elements was very high among attendees. At two sold out events in Greece and Italy, nearly all visitors entered the events through mobile tickets and participated in SMS-votings in great numbers. In order to personalize their phones with Trends Lab content, visitors gathered around Bluetooth stations sited at six Nokia Trends Lab events, proving the eagerness to experiment with their phones. Mobility truly was at the heart of Nokia Trends Lab!