Nokia is turning to user generated content as part of a social advocacy push to promote its latest flagship Lumia handset, with an online video showing a hipster shaving off his beloved beard to earn himself one of the mobile devices.
It has also launched a social advocacy programme called MVP (Most Valuable Advocates) that gives brand fans early access to devices, involves them in beta app testing and upcoming projects. It will also encourage photographers and video makers to use its handsets to create content for the brand.
The social campaign invites fans to send in videos and photos showing what they would do and how far they would go to get a free Nokia Lumia 930 - the beleaguered handset maker's most recently launched “flagship” device.
The social campaign is designed to show off its features, and use advocates to spread the word about it.
Fans can submit entries using the #IwantaLumia930 hashtag on Facebook, Twitter and Instagram. Halfway though the campaign the brand said it has already exceeded the number of entries it expected and has around 250 submissions ranging from people saying they will destroy their Apple iPhone, name their unborn child Lumia and go as far as to swap their children for the new handset – although, that's probably not allowed in the T&C's (or the law).
The content created by fans will go on to be used in future social marketing across Facebook, Twitter and Instagram.
Ty Yilmaz, social media and digital manager at Microsoft Mobile Devices, which houses the Nokia brand, told AdNews that social and advocacy are a big part of the brand's activity.
“We wanted to give-away the handset but also create strong UGC. Video content works really well for Facebook and when it's done well, stop-motion video like [The Beard] is really eye catching so it helps organic reach [on Facebook].”
“We have some really strong advocates, and over the last five years social has become something with real power behind it and we've put a lot of emphasis on it, we have a very active and strong community. We want to harness those people and their passion points”.
Nokia was bought by Microsoft last year and for now Nokia will remain the brand name for Lumia devices for now as it has been licensed for Lumia for the next 18 months, for feature phones for 10 years. Microsoft has previously suggested that the Nokia brand will eventually be phased out.
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