Online as it Happens 149So in summary, users created their own online widgets and shared them
online through blogs, websites and social media, and the best widgets were
transformed into mobile widgets for all Nokia devices and made available on
the company’s Ovi Store where everybody could download them for free.
Results
The campaign had generated more than 30,000 entries at the time of writing,
and was still running, so final figures and metrics were unavailable.
Lessons
People love creating their own stuff online... and they love to share. Widgets
allow them to do both.
Marketers, we are starting to see a theme throughout these studies. Engage-
ment, co-creation and if it works globally then do that too. Nokia is really up
against it these days. Imagine having to compete with new kids like iPhone
and Android and yet it didn’t lose sight of its objectives and was able to appeal
to its target audience in a meaningful and human way. What do early adopters
and heavy tech heads like? Bragging rights!
What better bragging rights than seeing your widget, your creation, being
downloaded and adopted by others including the mighty Nokia? And once
they understood they were up against the rest of the planet it surely must
have got them excited and engaged too. The agency clearly understood the
personality and the motivation of the target audience and applied it in a practi-
cal way without being gimmicky and cheesy. Good work.