Record-Breaking Attempt With the World’s Biggest Angry Birds Playground by Nokia Malaysia

Brief and marketing challenges
  1. Nokia, one of the dominant global players in the world of mobile communications, focused on the Asian market with strategies to revive the ‘Nokia’ brand. Despite being the market leader in the mobile phone market since 1998, the company saw a decline in its brand value since the early 2000s. The year 2004, in particular, saw major erosion in Nokia’s brand value as well as its market share. Since 2005, the company started taking various initiatives in reviving the ‘Nokia’ brand. In addition to focusing on innovative products, Nokia’s CEO announced the brand as the prime mover and its customers as the focus of the Nokia ecosystem.
  2. Nokia Malaysia introduced marketing activations that would engage existing Nokia users and potential customers in discovering the “cool and fun” side of Nokia with a 360 marketing campaign Nokia World’s Biggest Angry Birds Playground. The event was held on 11th June 2011 in Kuala Lumpur, Malaysia.
  3. The activation was conceptualised to break the Guinness World Record for “The Most People Playing in a Mobile Phone Game Relay”. The World’s Biggest Angry Birds Playground was employed as a platform to:
    1. Demonstrate Nokia’s continuing commitment to invest and modernize the Symbian experience (a testimontial of Symbian support until 2016) to harvest additional value for Nokia users
    2. Demonstrate Nokia’s continuing commitment to offer consumers ultimate entertainment capabilities and credentials
    3. Connect and enable Malaysians to discover gaming and entertainment opportunities inside and outside of Nokia smartphones
    4. Rejuvenate the Nokia brand amongst youth – positioning the event as entertaining and fun
Communications Objectives
  1. Nokia World’s Biggest Angry Birds Playground is an initiative by Nokia to connect and enable Malaysians to discover gaming and entertainment opportunities inside and outside of Symbian smartphones
  2. The key attraction of the event is that it requires a collective effort to be made by all participants in setting the Guinness World Record for ‘The Most People Playing in a Mobile Phone Game Relay’
  3. Nokia is committed to the continual investment and improvement in the Symbian experience to harvest additional value for Nokia users especially in terms of entertainment and gaming capabilities
Strategy behind the work

Fleishman-Hillard Malaysia, the communications agency for Nokia Malaysia (and Singapore) was tasked as the key driver in generating awareness and sustaining interest in the campaign. The agency recognises the quick pace of today’s news cycle (online and offline) — especially in Malaysia — and the importance of capitalizing on a story while it’s relevant and timely. To maximize the Nokia story’s lifespan and spread the message to an even wider audience, Fleishman-Hillard designed and implemented an integrated social media campaign to complement the campaign outreach. The main elements used in the integrated social media campaign comprises of a Facebook marketing campaign, crowd-sourcing ideas, and online partnerships.

Solutions / innovations / creative ideas

The team infused new media with traditional media to optimize the campaign by using highly trafficked credible social bloggers, Nokia Rangers, media representatives with strong online presence and followings, and Nokia’s social media assets such as Facebook and Twitter – to drive continuous traffic and participations to the event registration page. Fleishman-Hillard also tapped into online community resources (Angry Birds Malaysia Facebook, Games and Developers Community Facebook) in expanding the campaign reach to like-minded Angry Birds fans – with exclusive contests offering their members a meet-and-greet session with the Rovio developer.

Execution

Our social media efforts, over an eight-week campaign, range from:

  • Creating succinct and impactful messages, various Youtube videos, flashmobs to post as updates to Facebook and Twitter to promote campaign messages
  • Encourage users to download Angry Birds game from Nokia Ovi store
  • Facebooking and tweeting real-time about upcoming live interviews, myriad of on-ground activities during a radio broadcast allowing listeners nationwide to tune-in
  • Relevant yet low-cost prizes (Angry Birds Plush toys, notepads, tee shirts) to attract social networking crowd
  • Providing users and “friends” within Nokia, partners, and Fleishman-Hillard’s social network instant-access to audio / visual highlights from interviews, fans’ home-made videos
  • “Live” interview on Nokia Facebook with Rovio’s Vice President of Franchise and Development during the event
  • Malaysian celebrities and influencers (bloggers, media – radio, television, print) were invited to the event to blog and tweet on-ground
Quantifiable results/achievements and recognitions
  1. Nokia created a Guinness World Records™ by achieving a total number of 2,030 participants over 10 hours in “The Most People Playing in a Mobile Phone Game Relay”
  2. Total daily active users on Facebook for Nokia World’s Biggest Angry Birds Playground campaign is 17,000
  3. Additional 9,000 Nokia Facebook fans were recruited during campaign period
  4. 9,000 pre-registered participants signed up to attend the event
  5. Campaign site traffic was 88,000, 38,000 page views on event day
  6. The ROI for the event was over RM2 million with 90 coverage across mainstream media and online; 90x ROI based on investment spent
  7. The success of the event elevated Nokia’s brand image from a corporate feel to adding more fun and vibrant elements. Nokia was praised for hosting this event with a couple of comments from foreigners who wanted the event to be brought to their countries (India and the United States)