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.
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.
Results. Reach and follower growth
The campaign reaches 300,000 Twitter users. It also increases Nokia’s fan base on Twitter and Facebook by over 100%.
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?
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?
Reach of 300,000 Twitter users and 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. In this case, the follow-back.