When Nokia Corp. released its camera smartphone last fall, the marketing campaign cut back on news releases and flashy ads. Instead, the company sent sample products to 50 tech-savvy amateur bloggers with a passion for mobile phones.
The tactic paid off, as word spread online about the N-series phone, driving up sales and contributing to a 43 percent profit boost for Nokia last quarter.
Companies are increasingly partnering with hobby bloggers to harness the burgeoning influence of online buzz. Through the digital grapevine, companies reap the marketing rewards of free publicity, higher rankings on search engines and immediate access to conversations with consumers.Read more
But, I certainly think the 'power of continuity' is still missing in this campaign. You can't have a "use and throw" approach in 'socially-engaged marketing' just because you are launching a product. So, if Nokia continued to build this community of passionate users, build 'credible ' brand ambassadors, identify new usage needs, provide a platform for sharing and exchange... it could become the perfect socially-engaged platform for Nokia.