Partnership to explore transforming role of 3G tech
Discovery Networks Europe announced earlier this week that it is partnering with Nokia on an integrated campaign, entitled "Making Connections," which explores the transforming role technology plays in modern communication and encourages consumers to use the power of 3G technology to create their own webisodes. The campaign runs on Discovery Channel in 105 countries until 31 December 2006.
Discovery Networks Europe, a division of global real-world media company Discovery Communications, and Nokia have created a series of 60-second vignettes that examine how individuals harness the power of technology, 3G in particular, to create their own content and build communities around shared interests.
Says Annie Rodgers, SVP of sales, Discovery Networks Europe, "This unique initiative is based on creative and honest storytelling, which is the lifeblood of the Discovery tradition. In partnership with Nokia, we are providing a platform for viewers to share personal stories and let us know how technology is transforming the way they communicate with one another."
Four of the 12 pieces produced will be based upon the lives of actual viewers, as submitted by consumers, who are encouraged to share their stories with the world. Viewers will be enticed by on and off-air promotion to enter their submissions through a Nokia-branded micro-site accessible on both the Nokia and Discovery Channel websites at www.discoverychannel.co.uk/makingconnections. The winning four stories will go on to be produced as vignettes and aired on Discovery Channel, crediting each winner on-air.
The Nokia branded micro-site will be promoted both on-air and via the Club Nokia database at www.clubnokia.com. It will be a destination where viewers can download existing webisodes, chat to others in a viewer forum, view other people's posts or find out more about other community-based ideas and activities.
The partnership will also include commercial spot activity, on-air promotion, sponsorship credits and joint marketing for the duration of the contest from now until 31 December.
Concludes Heikki Tarvainen, vice president of marketing, mobile phones, Nokia, "Through this partnership with Discovery, we are engaging consumers in the full power of 3G technology and encouraging mobile users to share their unique interests and experiences with other people around the world."
