I don’t usually write about out-and-out marketing initiatives, but I happen to think hat this is a good one. Global handset manufacturer and collective group of Finish boffins, Nokia, has produced a number of benches complete with their new “comes with music” handsets integrated and placed them in cities around the UK. The really cool thing is that the music is different from city to city. In Liverpool, the handsets have lots of Beatles tracks and in my home town of Birmingham (Brum to those in the know) the mighty (mighty) Sabbath feature heavily. We still love you Ozzie. Also, in order to protect them from theft and drunken student pranks, the benches come complete with a security guard and a performer.
MyTake – I thought experiential marketing had died on its arse (English term for ass) because of the associated costs, but apparently not. I think that this is good move by Nokia and will help get their brand out there and associated with music. One of the biggest rules with product marketing is that the power is in the product. How many times have you been talking to a friend and they tell you “you’ve gotta try it”?
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