Nokia mobile devices aren't just for talking. You can use them to text, take pictures, record songs and make movies. However, to drive Nokia sales, consumers needed to appreciate this rich range of creativity. So in collaboration with Nokia’s many marketing partners, the PR agency team contacted someone who's name is synonymous with creativity, director Spike Lee. He was asked to help us create the world's first socially collaborative film, co-created by mobile device users. Lee assembled his final cut from thousands of mobile device text messages, pictures, songs and movies, which the PR team compelled consumers to submit to the site of “Nokia Productions”. What’s more, the team structured the project to be socially collaborative, making all submissions available online and challenging new submitters to build upon the ideas, images and themes in the work already submitted. The agency team drove program visibility and participation via a four month, multi-phased media campaign focused around Spike Lee’s call for mobile content. By the time the resulting film, Humanity, had its global release, Nokia had sharpened its image with the social collaboration set. And with its name in cinematic lights, Nokia blasted away media impressions objectives by 185% and ad-value objectives by 442%.

Challenges:• Limited access to Spike Lee: We prioritized interviews based on each outlet’s reach and likelihood of multiplying coverage.•Maintaining media interest and consumer participation throughout six month project and four calls for content: We used a phased approach and localized stories around hometown contributors.•The Content Creators audience was unreachable by traditional media: Besides using on-campus channels, we created “Capture, Cut, Create: How New Technology Influences Artistic Innovation” workshops at six high profile film schools.Tactical highlights: • Launch (April-May): Conducted interviews in New York and Los Angeles with Spike Lee; hosted a media launch party at Nokia Flagship NYC, highlighting the capabilities of the Nokia N95 • Three Film Acts (May-August): Held on-campus film workshops; conducted two radio tours including 18 top radio stations across the country, highlighting the capabilities of the Nokia 5310 XpressMusic.• Premier (October 13): Conducted interviews with Spike Lee

GOAL 1: Increase awareness of the content capabilities of the Nokia N95 and the Nokia 5310 XpressMusic, securing 20 million media impressions and a media ad value of $1.2• We secured 54 elements of the media to attend the launch party at the Nokia Flagship Store. • Secured 36 interviews for Spike Lee/Nokia among targeted national and local print, entertainment and broadcast outlets, including New York Times, GMA, USA Today, Ad Age, BET, CNN Showbiz Tonight, MTV “Sucker Free,” MTV Radio and Online, TV Guide’s “Hollywood 411” and “Inside Edition”.• Secured 265 placements in national and local print, entertainment and broadcast media outlets worth $5.3 million in ad values and representing 37 million impressions.GOAL 2: Drive film project submissions (objective 926)• Nokia Productions received more than 4,100 pieces of submitted content – more than 4x the objective. More than 500,000 consumers have visited the Nokia Productions website.