Wednesday, October 22, 2008

Somebody Else's Phone

Nokia, in promotion of their new 7610 Supernova phone, is making use of the "digi-real" trend to great effect by tapping into our inherent curiosity (nosiness) when it comes to someone else's business.

The campaign allows users the chance to flick through someone’s phone, including text messages, personal contacts, diary entries, photos, voicemails and private video clips, demonstrating just how central our phones have become to our ability to function as well as how hard opportunities like that are to pass up.

Following three fictional characters, Jade, Lucas and Anna, the storyline evolves across three time zones and will be constantly updated with content for six weeks, to reveal over 3750 pieces in total.

The campaign targets a younger audience, and is designed to reflect their media consumption habits, and the rapid refresh rates that sites like Twitter and Facebook status updates encourage. A direct dialogue with the characters can be built up through their Facebook pages, as well as by discovering their mobile numbers, with the opportunity to text or call them directly.

Sounds like an intriguing campaign and with enough initial exposure, it'll no doubt be a successful one too. Have a look at the campaign site by clicking here.