'Calling all innovators' for Nokia by 141 Sercon

Summary
In order to generate more apps around the Symbian platform, Nokia created a contest - Calling all Innovators. It targeted young software developers who delved on the Symbian operating systems. They had to develop applications to win fabulous prizes.

The winners would get global fame and the shortlisted applications would get visibility through spotlight placement in Nokia's Ovi Store.

We researched to find out media choices of the developers on digital media space and then devised a media plan and engagement plan to influence the developers in India, Bangladesh, Singapore, Malaysia, Philippines, Thailand, Indonesia, Vietnam, and Australia.

We identified relevant discussion forums, social networks, groups, communities, blogs and created neutral user profiles for floating the information about the contest. We initiated discussion threads, generated conversations to create interest of the developers. We answered their queries and facilitated the process of participating in the contest.

Impact points were measured by the number of discussion threads submitted versus the overall discussion threads emerging on the same topic over time. Other media vehicles used to promote the campaign were search marketing and email marketing.