Case studies featured :

1) TATA DOCOMO – A child of the social web

2) Nokia “Search for N”

In my last post I had reviewed the case studies submitted by Not-for-profit organizations; this post does a recap of the telecom & mobile sector. I am sharing two extremely insightful case studies submitted by TATA DOCOMO & Nokia -

TATA DOCOMO – A child of the social web

Objective of the campaign was to –

• Build consumer engagement
• Address and resolve complaints
• Crowd sourcing
• Build brand advocacy
• Micro communication

Stakeholders: Youth of India specifically 15-24 urban

Apertures used: Facebook, Twitter & Orkut.

Nokia “Search for N”

The Nokia N97 was the first touch device in the high end Nseries segment. It was positioned to make one’s internet experience personal through it’s customizable home screen that allowed one to select widgets of their own choice and create short cuts on the home screen itself for instant access. The KRAs were to:

1. Establish the category of personal internet and create excitement around widgets (since most people were not aware of what widgets are)
2. Reach out to the technology leaders and explorers and highlight benefits of N97
3. Communicate the seamless experience via Nokia’s Ovi Store on the N97. A high decibel Social Media campaign was kick started with a virtual treasure hunt called “Search for N.” The hunt was to find clues that were centered on various aspects of the N97 such as the personal home screen, widgets, QWERTY keypad etc and allowed us to familiarize consumers with the device.

Capitalized on the reach and popularity of the web editors and reach out to the tech and geeky community

Stakeholders: Technology leaders

Apertures used: Facebook, Twitter

Initiative included –

1. Identify the right web partners: Partner with sites and blogs having huge popularity and credibility amongst technology/mobile followers.
2. Create interesting content: Develop the hunt clues and questions in an innovative format that makes it a worthwhile experience for consumers
3. Deliver it through an interactive format: Design an interactive hunt for people to follow the clue and discover the answer, yet make it simple and interactive – maximize participation. Participate through Search for N Widget.
4. Make it compelling for consumers through 360 buzz: Reach out to consumers across social media touch points, create hype and excitement around Search for N, inform and invite a large number of people.

The web editors: Thinkdigit.com, Techtree.com, Fonearena.com, Digital Inspiration and Brajeshwar.com