Rock the talk: Nokia tries trendification for Lumia

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trendifyWith industry sources hinting at an application download rate of about 10 crore in India every month, Nokia Lumia 510 has launched a 360-degree campaign called ‘Trendify’ and roped in Maxus India as well as RockeTalk, for the launch of this in-app mobile media property to cater to an active audience of One crore. Earlier this year, a first of its kind audio reality game show was carried out where Nokia had partnered with RockeTalk and Maxus India to launch ‘Nokia Mobile Antakshari’. Launched for the Nokia Asha series, users could sing, answer musical questions from all over the country, simultaneously and play for daily prizes.

Trendify on RockeTalk claims to offer videos, photos, voice and music content for consumption by 50 lakh users to share and further trendify daily. Trendify also claims to enable users to create and consume multimedia around the trends in real-time. The campaign is also supported by daily competitions where consumers get to play trend-tellers and predict what will top the charts the next day.

Viral Oza, Director, Marketing, Nokia India

Viral Oza, Director, Marketing, Nokia India

Viral Oza, Director Marketing Nokia India, says that, with the Trendify campaign, the brand wants to connect to the urban youth on a platform and space that is relevant to them. “While the in-app activity has a dedicated space on RockeTalk, the trendify journey has been designed to begin at the very heart of social interactions in the one activity considered highest in value the act of ‘social and p2p sharing’. Therefore for the period of this celebration of ‘trend surfing’, the powerful ‘share’ button of RockeTalk has been changed to ‘share and trendify’, thereby allowing users to ‘trendify’ content units and ‘tags’ when they share and vice-versa,” he adds.

According to a release by CMR (Cyber Media Research), Nokia enjoys a leading position with 22.2 per cent market share of the total shipments of mobile phones in India, leaving Samsung at number two with 13 per cent and Micromax at number three with 5.5 per cent.

Unny Radhakrishnan, Digital Head (South Asia), Maxus India

Unny Radhakrishnan, Digital Head (South Asia), Maxus India

“For the user, this is not a one-off competition or contest but a habit forming activity, a new way of consuming content. Besides the unprecedented scale of social reach it will provide, the campaign on RockeTalk is expected to be able to create high value daily engagement by users around Trendify and Nokia 510. These ‘engaged users’ are expected to yield over 40 lakh minutes of cumulative brand time,” says Unny Radhakrishnan, Digital Head (South Asia), Maxus India.

Sameer Agarwal, CMO, RockeTalk, India.

Sameer Agarwal, CMO, RockeTalk, India

RockeTalk claims to be compatible with all kinds of platforms and titles that Nokia is the largest OEM it caters to followed by Samsung in the Mobile market today. Industry believes that there are three big new technologies that will add value to the existing mobile marketing solutions in India – location-based services, voice-based interactions and interactive applications.

Sameer Agarwal, Chief Marketing Officer, RockeTalk, explains that with the trendify innovation on RockeTalk is placed at the very centre of social conversation. “Also, with ‘Trendify’, RockeTalk has actually managed to create a new genre of content space altogether for Nokia, which is one long step evolved from the twitter hash-tag and Google search trends,” he adds.

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Neeta Nair

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