Nokia Leverages Drama Sponsorship with Live Tweets
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The document outlines a proposal by Nokia UK to leverage its sponsorship of Drama on Channel 4 by including viewers' live tweets in Nokia4Drama idents during episodes of the series Homeland. The campaign aimed to create engaging social media activations to drive adoption and influencer engagement. It used the UK Switch Hub to curate and amplify tweets to increase impressions and shares. The key learnings were around timing the campaign around Christmas, negotiating with studios and regulators, and managing competitor programming and clear terms for social media competitions.
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Nokia Leverages Drama Sponsorship with Live Tweets
- 3. THE PROPOSAL On 8th December 2013, we kicked off a UK First on national UK television where Nokia UK leveraged its sponsorship of Drama on 4 by including live tweets in the C4 idents We curated and featured ‘live’ viewers tweets inside the Nokia4Drama idents for the series Homeland for the final 3 episodes – A UK first on C4 We created a number of engaging activations which were seeded across all social platforms and in bought media to drive adoption & engagement amongst key influencers We used the UK Switch Hub as the central hub to curate, display and amplify engagement to drive HQES’s and SHARES
- 5. NOKIA UK CHANNELS Nokia.co.uk/switch @Nokia_UK Nokia Facebook
- 6. SUSTENANCE ACTIVITIES ANIMATION VIDEO – SEEDED OUT & CIRCULATED TO ALL MEDIA OUTLETS SUNDAY LUNCH DRAMA – SEEDED OUT & CIRCULATED TO ALL MEDIA OUTLETS THESPIAN DRAMAS – SEEDED OUT & CIRCULATED TO ALL MEDIA OUTLETS
- 8. Circulation Online coverage circulation 4,309,215 Twitter Influencer Circulation 135,332 Total Circulation of Key Hits 4,444,547 This activity originated as a hardworking online campaign, making calculations of the full media value a challenge. Current media value for titles that provide data sits at £254,054 All 5 videos received 5,501 views altogether ADVOCATES & INFLUENCER RESULTS
- 9. KEY LEARNINGS Timings – Christmas Ownership, studios & Ofcom Homeland pulled in the lowest ever ratings on Channel 4 The onset of competitor programming in the latter half of Homeland significantly reduced results Twitter and FB competitions made the comms confusing as well as the Ts&Cs
Editor's Notes
- The challenge x 4 How does Nokia leverage and maximise its sponsorship of Drama on 4? How do we activate and connect with key advocates and influencers on social who we know are using social media on mobile whilst watching TV What will excite me as a viewer, consumer and sad Twitter addict Position Nokia as an aspirational brand, by raising awareness around our products and showcasing our innovative technology to both new and existing consumers
- 35 markets reached through the hashtag alone, driving reach beyond the UK ‘Making your Sunday nights more dramatic’ is the core campaign theme and #Nokia4Drama is the central campaign #hashtag Viewers will be prompted in first ad break to submit their tweets/photos using the campaign hashtag We will feature selected viewer images during first and last idents
- REACH
- REACH AND INFLUENCE CENTRAL ENGAGEMENT HUB BOUGHT MEDIA CAMPAIGN DRIVE AWARENESS, REACH VIA TWITTER AND FB