Nokia India, as a part of its “Trendify” campaign for its Lumia 510 Windows Phone device, has partnered with mobile focused social networking app, RockeTalk, to create a mobile media property with trending topics within the app.
Trendify on RockeTalk offers users trending videos, photos, voice and music content, which can be consumed, shared and made to trend, further. Users can discover trends daily, as they are made and participate in shaping them, according to Maxus.
The campaign also features daily competitions where users have to predict what will top the charts the next day, for their name to be featured on a leaderboard. Interestingly, the ‘share’ function of RockeTalk has been renamed as “share and trendify”, which, according to Maxus*, the agency which has executed this campaign, doesn’t alter the normal user behavior of RockeTalk users.
Maxus claims that total sharing on the ‘Trendify’ destination till date has been over 30 million, while 8 million people have participated in the campaign, in a span of 13 days. The company expects the “engaged users” to yield over 4 million minutes of “cumulative brand time”. One should note that RockeTalk’s user base includes members from tier-2 and 3 cities, unlike networks like Twitter and Facebook.
It’s interesting to see Nokia focusing on campaigns promoting user engagements around content and not forcing product/brand promotions. RockeTalk has tried to leverage the concept of ‘trending’ topics (on the lines of Twitter), in its own network, and we wonder what will happen to the trending topics property after the Nokia campaign ends. RockeTalk should retain the property and bring other advertisers on board in case Nokia bails; Nokia would do well to think beyond just campaigns and try and own the trending content property.
Update: Forgot to add, the access to the trendify section in RockeTalk, at least on an iPhone is quite awkward. It’s via a message delivered to the user’s inbox.
RockeTalk and Nokia had previously run a campaign in the form of an audio reality game show by the name, Nokia Antakshri, allowing registered RockeTalk users to participate in the contest which involved answering multiple choice questions and singing, via their mobile phones to accumulate points, win daily prizes and get shortlisted to compete with other winners for a gala prize.
Disclosure: MediaNama Editor Nikhil Pahwa’s sister works with Maxus.