First, we created web and mobile sites on Nseries.com about the competition and each team. We enlisted film students to follow each team and capture every moment of the competition using the N95. From briefing to concepting to shooting to submission, the teams’ stories became the source for Nokia branded content.

Next, we put Nokia N95s in the hands of festival attendees - 11,000 of the top creatives in the world. To encourage them to experiment with Nseries devices, we customized the N95s with one-of-a-kind lenses. Attendees lined up to take these hacked phones out for a spin, and the footage they shot was used in our TV show.

After the festival, we remixed the footage to create a show for MTV and allowed viewers to vote for their favorite teams online. The competition’s pro-social content made it the perfect center piece for the “MTV Switch” climate change campaign.

After the event, we used over 120 separate viral videos to seed the content in a wide range of online communities all over the world. From advertising forums to blogs about mobile filmmaking, each outlet was seeded with branded content targeted to its focus.The result was multi-dimensional buzz about NSeries devices. The television show was broadcast on MTV International with an audience of over 60 million viewers in 160 countries, and the viral content generated 500,000 highly targeted interactions and resulted in users spending an average of 31 minutes on the campaign site. Over 85 blogs and online communities reposted the content, expanding the reach to an additional 700,000 users.

By turning this simple sponsorship into an integrated content campaign, we were able to show both highly targeted audiences and a huge number of broadcast viewers from around the world that Nseries devices are dynamic, creative tools.