Nokia is priming the next phase of its largest-ever marketing campaign in time for tomorrow’s launch of the Lumia smartphone range, including the streaming of live events on Facebook.
The Finnish handset manufacturer, which launches its first Windows Phone devices in the UK tomorrow, is planning a 4D light show to be projected on to London’s Millbank Tower that will be simulcast live on its Facebook page.
The event is planned for 28 November and will consist of 800 tiles, to represent the “tiles” used to navigate Windows Phones, and a 400ft butterfly projected on to the building, see video below.
The light show will be accompanied by a half-hour DJ set from techno DJ Deadmau5 and is the biggest single event so far in the brand’s Amazing Everyday campaign, which is rumoured to have cost up to £60m.
John Nichols, Nokia’s UK marketing director, said the simultaneous streaming on Facebook will help amplify the live event to users around the world.
Tomorrow will also see the company launch a one-off ad campaign featuring its classic Snake game to run across YouTube, MSN, Yahoo and The Sun, where users can navigate the snake around the page.
Speaking previously with new media age about the Amazing Everyday campaign, Steven Overman, Nokia’s VP of marketing creation, said social media would be at the core of all Nokia’s product and campaign planning (nma.co.uk 26 October 2011).
“For instance, a lot of the features on the phone, such as the camera [which has a Carl Zeiss lens], have been designed to encourage users to upload and share their experiences to their social networks,” he said.
Nokia’s Lumia devices will be available from the UK’s leading mobile operators at launch apart from O2.
Nokia UK - Nokia Lumia Live ft deadmau5 - Spectacular 4D projections teaser