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Word of mouth case study: Nokia E72

Nokia sent out new cell phones locked inside impossible-to-open boxes to disrupt traditional product unboxing videos and generate buzz online. The stunt garnered over 25 blog posts that received 45,000 views, 24 YouTube videos with 23,000 views, and 3,100 tweets, spreading the word about the new Nokia device and creating an intriguing unboxing experience.

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“ Fun games like this is why I love Nokia. What other company sends clear, locked boxes with brand new cell phones? ” http://michaelsherlock.com/ A story …
People in social media love unboxing cool products …
So we decided to total ly disrupt what they love….
What would you do if you were sent an impossible unboxing of a hot new device?
This?
Or this?
This was pissing people off all over the world (in a good way…)
‘‘ The most interesting unboxing experience I’ve had’’ Tech65, Singapore, Asia
Everybody spoke about it...
… on blogs
25 posts read 45,000+ times
… On YouTube
24 videos seen 23,000+ times
… On Twitter
3,100+ tweets
… and, of course, offline (the ripple reached many) http://www.flickr.com/photos/38159369@N00/446064720/
“ When all is said and done, the e72 is the best Nokia device that I have ever used... ” http://carltone65.wordpress.com/2010/01/03/nokia-e72-review-business-meets-media/ www.1000heads.com [email_address] +44 203 206 2000