Social photography is all about capturing and sharing the moment. The Pass it on campaign was a perfect fit because, like social photography, it was a spontaneous and unpredictable activity. From the day the phones left the starters’ hands no one knew where they would go, what they would capture. Would they all just disappear? This unpredictability caught the attention of media worldwide and they wrote about it, which drove traffic to the site, and participants took part because it was fun. No bought media, a true social activity promoted socially.

Phones were sent to 30 cities worldwide. With customs complications in several countries the activity eventually commenced in 28 cities. 198 participants took part sharing over 2,000 images. There were an average of 7 Pass it on transactions per city. The final results were three times better than the preset campaign target. Over 400,000 unique visitors to the site over a 4-week period with over 120,000 High Quality Engagements. All this was achieved with no media spending, and as a result, each High Quality Engagement was achieved at 40% of Nokia’s usual HQE cost per contact.