Nokia
Play it Forward
Ahead of its time and before the Rise of the App, this innovative application positioned Nokia as a technological thought leader. It scoured your friends’ Facebook status updates and other social media activity and then suggested appropriate apps or games from the Nokia Ovi Store to brighten their day. It’s fun; it’s unexpected, and it resulted in a massive community build.
Brief
As part of our commitment to progressive digital and business
solutions, an innovative campaign was devised to provide consumers
with a convenient, interactive and exciting way to discover and
share mobile applications and games from the Ovi store (Nokia's
online application store).
Approach
Thousands of random applications float around the web, but Play
it Forward transforms them into personal gifts / messages,
"hand-picked" to suit appropriate recipients and adding immense
value by means of the database build capacity of the Facebook
application.
Story
The application was embedded into the Global Nokia fan page and
activated through a wall post on the fan page, as well as through
placement of targeted Facebook banners. In this way we encouraged
registrations and sign-ups and also instant downloads and
recommendations to the friends of users.
The application, aptly named Play it Forward, suggests Ovi apps
/ games from the Ovi store to be used as a personal 'gift' to
friends, to lift their day or suggest useful services or utilities
based on the sentiment of each status update. It scans all their
friends' status updates to find specific keywords and phrases such
as 'Stuck in traffic Again!', 'Delayed Flight', 'Blue Monday' and
so forth and automatically recommends apps and games that are most
relevant to each specific friend's status and mood by allowing the
user to post an app or game to their friend's Facebook wall and
newsfeeds.