The burgeoning popularity of mobile apps has provided
a fertile play ground for digital content developers and consumer creators. The groundswell of activity has
created a new economy for all types of entertaining content. Apple is not the only phone with apps. 2009 had
a number of notable app store launches.
One of those launches was Nokia’s App store called the Ovi Store.
When I sat down with the Ovi client brief I was inspired by the
challenge.
“Create a campaign
and social media platform that introduced and inspired 1 billion Nokia Phone
Owners to download the Ovi Store to their phones.”
With a solid
competitive landscape we had to challenge the status quo with something more
than an Ad campaign. With 1 billion devices on earth, we needed to stand for something
bigger and bolder. We needed a movement that married the medium and message.
Using a universal
consumer insight, we built a social platform for our movement.
Nokia
and Ovi have apps that facilitate our connections.
“In a connected
world we share what we love with our phones”
If you “Show Your Nokia Some ♥ (Love)” by downloading the free Ovi Store app to your phone, it will love you back by allowing you to share what you ♥.
It became
imperative for us to innovate around the delivery of apps though branded
utilities for competitive differentiation. A Branded utility is not just a cool tool or a tactic - it's an approach
that reflects a new and digital state of mind in marketing. Each utility would need to demonstrate
the different applications while giving a highly personalized experience.
Last week Chris
Loccisano shared how he used Twitter’s open api to innovate how we brought
apps to you through twitter.
Today I will
concentrate on how we married the Ovi Store + Facebook.
Plenty of brands
are trying to build “communities” in Facebook. Facebook is a fantastic place
where people have already built communities around shared passions. Our goal was to tap into existing communities
of Nokia influencers with a branded utility that could connect people with
entertaining apps.
The Ovi Store
Facebook Application brings the the power of ♥ (the Ovi Store)
straight into it's interface. When you click on the “Ovi Store ♥ apps” tab you are able to register for an Ovi
account if you don’t already have one.
If you are an existing Ovi Store account holder you can log in and
browse the top mobile apps within Facebook.
The most
important part of this branded utility is that it lets you share the apps you ♥ with your community of friends.
Don't take my word for it - Go to Facebook and Show Your Nokia Phone Some ♥
Show Your Nokia Phone Some ♥
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