What You Can Learn From: Nokia

We can never remember whether it’s love or music that’s referred to as the international language. Either way, Nokia set out to incorporate both of them as part of a big ol’ New Year’s Eve extravaganza. The objective? Use music to connect people around the world, and build Nokia’s reputation as a beloved brand.

The brand pulled together consumers from one city in each of five continents—from east to west, Hong Kong, Mumbai, Berlin, Rio de Janeiro and New York City—for a global New Year’s Eve music bash. Artists including Black Eyed Peas, Nelly Furtado, John Legend, Sergio Mendes (playing his first live show in Brazil in 10 years) and Scissor Sisters entertained live audiences, while those unable to attend in person were able to experience the party on TV or online at a Nokia microsite.

High-profile venues were selected in each city, culminating with Times Square and the Dick
Clark’s New Year’s Rockin’ Eve telecast, where Rihanna, Ludacris and KT Tunstall performed.

The brand gave audience members several ways to use their mobile phones, including the opportunity to send messages to be displayed on screens around each stage throughout the night. Partygoers could also send messages to other revelers in other cities, and Nokia set up Bluetooth “beamzones” where attendees could download free wallpapers, links, gig guides, ring tones and artist content.

Viewership numbers were huge, with more than 790,000 people tuning in to watch coverage on MSN’s site, and more than four million watching the festivities in China on one of several local portals.