Nokia has launched a global advertising campaign called The Urbanista Diaries, a global relay race, to launch the Nokia N82 in hopes of showing the cell phone's abilities as well as encouraging brand loyalty.
The campaign will deliver news in real time with help from partner sites, CNN, Lonely Planet, National Geographic and Wallpaper magazine. A reporter from each media company has been given a Nokia N82, which is a GPS integrated camera phone, for use during this period. They are asked to snap photos and mark their locations, then upload the information in real time. The images are uploaded to the site and their locations pinpointed on a global map.
This lets people track individual journalists they know are going to cool places. National Geographic is in Cuba? Wallpaper is sitting front row at Paris Fashion Week? You can "follow" that person, Twitter style, yet receive photo updates and more detailed accounts of what's happening in that place at that time.
They also have a widget you can embed in your blog, website or social networking site like Facebook to keep constant track of that journalist.
R/GA London created the campaign for the N82 which has GPS and a five megapixel camera. They're hoping to engage bloggers, journalists to help spread buzz as well as everyday people.
"Urbanista Diaries offers the perfect platform for users to discover the potential of Nokia Nseries devices," said Arto Joensuu, global e-marketing director at Nokia. "Having real people demonstrating the Nokia N82 in real time brings us closer to our customer base. It's also a great illustration of how the multimedia computer enriches your Internet experience by bringing context and location-based information to your reach."
Follow CNN's journalist here.
Follow Wallpaper's reporter here.
The whole Urbanista Diaries project can be seen here.
By letting people enjoy interacting with the Nokia N82 before purchase, they form an emotion bond that they hope will carry over when it comes time to buying a new phone.
Global Relay Race for Marketing
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