Daniel FellowsGlobal Programs Manager, Digital & SocialMicrosoft Mobile Oy

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

NOKIA4DRAMA ANIMATION

NOKIA UK CHANNELS Nokia.co.uk/switch

@Nokia_UK Nokia Facebook

SUSTENANCE ACTIVITIESANIMATION 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

ENGAGEMENT & COMMENTS

CirculationOnline coverage circulation 4,309,215Twitter Influencer Circulation 135,332Total 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

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

Internal Use Only

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