A celebrity tweets a question about the new Nokia N8. You spot the clue, follow the celebrity, and race to reply with the correct answer before everyone else. Do it fast enough, and you earn the follow-back. Repeat until you have eight.
The brief. Launching the Nokia N8 on Twitter
Wunderman Buenos Aires is given the task to launch the new Nokia N8 smart phone. They create a Twitter-based activation campaign called #The8N8. Here, “activation” means a participatory game on Twitter, driven by clue tweets and timed replies.
The real question is whether you can turn product features into a race people choose to replay.
This is a strong Twitter launch mechanic because it forces people to learn features under time pressure, while making the reward publicly visible.
How it works. Clues, speed, and follow-backs
- Nokia enlists top celebrities to tweet questions, clues, and features of the phone.
- Users find the clues, follow the celebrity, and respond correctly in the fastest time.
- The reward is the celebrity following the user back.
- The first eight people to get eight celebrities to follow them back win the new Nokia N8.
In consumer electronics launches on fast-moving social platforms, attention windows are short and social proof is a primary currency.
Why the follow-back works
By making the reward a follow-back from a celebrity, the mechanic converts speed and accuracy into instant social proof, which is why participants keep replaying the hunt.
Extractable takeaway: When you attach a visible status reward to answering product-feature clues fast, you can make launch messaging feel like a game instead of an ad.
Results. Reach and follower growth
The campaign is reported to reach 300,000 Twitter users. It is also reported to increase Nokia’s fan base on Twitter and Facebook by over 100%.
How to reuse the mechanic in a launch
- Turn features into clues. Write prompts that translate key features into quick, answerable questions.
- Make speed the differentiator. Keep the rule simple. First correct reply earns the follow-back.
- Keep the reward visible. A follow-back is public, so the prize doubles as social proof.
- Use a clear finish line. “Eight follow-backs” makes progress legible and creates urgency.
A few fast answers before you act
What is #The8N8?
A Twitter-based activation by Wunderman Buenos Aires to launch the Nokia N8.
What do participants actually do?
They follow participating celebrities, answer their clue tweets correctly, and do it faster than others to earn follow-backs.
What is the win condition?
Be among the first eight people to get eight celebrities to follow you back.
What are the reported outcomes?
Reported reach of 300,000 Twitter users and reported fan base growth on Twitter and Facebook by over 100%.
What is the transferable mechanic?
Turn product messaging into a speed-based game that rewards social proof. Here, that social proof is the follow-back.