In order to grab and sustain the interest of the youth-minded, it was important to merge entertainment and education in a very real and authentic way. While they resent intrusive brand advertising, they adore being ‘in the know’ and the social benefits that can bring. Therefore, Nokia Zine features selected mobile news and services relating to stars, music, sports, lifestyle and games which can provide a real benefit or impact their lives in a relevant way.Each topic is presented with an interactive element such as answering a quick mobile quiz, downloading free mobile videos, competing for a high score, or following links to find out more. This not only increases the stickiness factor for Nokia, but also provides added benefit to the visitor. Nokia products, activities and services are referenced where they can demonstrate a specific relevant feature such as a music player or video editing.

Launched in 2007, Nokia Zine hit the heart of the target group and attracted 5 million visitors covering all European countries. The addition of even more interactive features led to over 500,000 unique users in just 2 months. The future brings interactivity amongst users, not just with the brand.