Multi City Tour: Nokia Product Launch

Launch Nokia N95 8GB to the public - specifically target early adopter and technologically savvy individuals in 4 markets: New York City, Los Angeles, Chicago and San Francisco
Create opportunities for hands on trial and demonstration with the device
Target events that deliver key audience
Drive consumers to retail locations to encourage purchase

Utilize $1M budget create key events:
- Coachella (3 day annual music fest in Palm Desert)
- Partner with Gen Art to create a target relevant event where 3 film makers compete in a short film contest using the device
- Partner with Vice Magazine and ongoing music series target event attendees
- Create Mobile Camp event - “unconference” environment that provides uber tech leaders opportunity to discuss current mobile technology
- Utilize street teams to connect with target consumers with activity that takes them on journey through the capabilities of the N95 8GB, drive to nearby retail location
Develop pre event communication strategy (pre event buzz and connection online, etc.),
Deepen the experience - create deeper connection through multiple touch points - event, online, on device, drive to retail
Amplify - create reasons to talk about the experience, foster continued online engagement with audience

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