AT&T details their Nokia Lumia 1020 store campaign, giving the device “hero” status

AT&T and Nokia evidently have big plans for in-store advertising for the Lumia 1020. We’ve heard of “heroing” a device, where a carrier puts a specific phone front and center in all of its advertising, but now we can get a sneak peek of AT&T’s specific plans.

We just posted a video from the AT&T Michigan Avenue Store in Chicago that documented the massive launch party they held last Friday. As it turns out, all stores will get some sort of setup, depending on their size and location and we have the details.

First, some more details about that flagship Chicago store's setup:

AT&T’s flagship store on Michigan Avenue in Chicago uses interactive displays that bring the camera capabilities to life.

  • Gondola experience: Customers can step into a full-size gondola to take photos of various nearby scenes including balloons floating above the product runway, some distance away.  This highlights the device’s ability to zoom on far-away and discover mini scenes inside the gondola.  Customers can pose in the gondola while Brand Ambassadors take photos that can be printed in-store and shared via social media.
  • Small world Chicago experience: This demo station includes a mini version of Chicago’s Lake Shore area complete with water, sand, grass, jogging trails and portions of roads.  Customers can snap a photo of the scene with the Lumia 1020 and then zoom in to see details they likely missed at first glance.
  • Low light demo station: Two low-light boxes give customers an opportunity to compare the performance of their smartphone camera to the camera on Lumia 1020 in real time.
  • DSLR station: In this demo, customers are invited to try out the incredible professional-grade camera features of the Lumia 1020.

Nokia Lumia 1020 Merchandising Plans – COR / Dealer:

"In AT&T company-owned retail stores (COR), as well as dealer and agent stores, we plan to have two demonstration stations to highlight the Lumia 1020’s imaging capabilities: one showcasing the low-light capabilities and another showing off the powerful zoom function."

  • Low light demo station: Two low-light boxes give customers an opportunity to compare the performance of their current smartphone camera to the camera on Lumia 1020 in real time.
  • Zoom demo:  This demo features a small fishing hole scene in a 1.5 foot round dome.  Customers are invited to snap a photo of the scene and then zoom in on it to see details that might have gone unnoticed before such as the “No Fishing” sign or items on the picnic blanket.

AT&T goes on to tell us that the “…[Lumia] 1020 will be a hero device, featured prominently across retail locations with digital signage/banners for promotion”. In addition, thousands of store reps were given a Lumia 1020 to use and become familiar with (something we verified at our own local store). They also received separate training focused on the Windows Phone 8 OS to help them answer questions from customers.

AT&T sales associate training on the Lumia 1020

We have to admit, that certainly sounds like a strong retail presence of the technological wonder that is the Nokia Lumia 1020. AT&T and Nokia sound more serious than ever about this device and pushing it to the general public. Indeed, we have half a dozen anecdotal stories about friends of friends who are well aware of the phone, meaning word-of-mouth is starting to happen.

Will that translate into actual sales? That remains to be seen, but we have a feeling that the AT&T campaign for this device is just getting started.

Daniel Rubino

Daniel Rubino is the Editor-in-chief of Windows Central, head reviewer, podcast co-host, and analyst. He has been here covering Microsoft since 2007 when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, Microsoft Surface, laptops, next-gen computing, and for some reason, watches. Before all this tech stuff, he worked on a Ph.D. in linguistics and ran the projectors at movie theaters, which has done absolutely nothing for his career.

  • Well done Nokia. Getting it right this time.
    (Edit: First)
  • First reply to first post! ? Okay sorry, that was uncalled for.¿
  • Second is first loser
  • This is great and all, but I visited my local AT&T store last weekend because my wife actually said she might be willing to switch to Windows Phone (big surprise!). Anyway, when I told a sales associate that she might switch he said, "NOOOOO!"...and he wasn't joking. There was a huge Lumia 1020 banner behind the sales counter, but all the corporate marketing in the world is useless if the guy selling you the phone makes fun of you, especially if you are on the fence about switching.
  • Swift kick to the nuts should do the trick
  • Lol best comment ever!
  • That'll give him a different reason to be screaming "NOOOOO!"...
  • Hate ppl like that.
    There should be some type of rule where the salesman shouldn't offer his opinion unless asked. "Can I speak to your manager please?" The customer is always right!
  • New Rule. Whenever we have a bad experience at an ATT store, lets name the specific location of that store. This is one way, Nokia and corporate ATT can hold their staff accountable.
  • Very cool..Awesome phone!
  • I live right next to that store! Can't wait to check it out!
  • It's really gratifying to see this level of commitment coming from all parties involve in trying to make a success story for Nokia Lumia 1020. I hope this amount of enthusiasm and dedication is put forward in all the AT&T outlets around the country.. WP8 really deserves it.
  • Meanwhile over at Sprint..........
  • :(
  • LOL'ed at that then ROTFL when I noticed your username hil-air-ious :)
  • Hhahaahaahh!!!!! :)
  • Customer servants in Telstra (Australia) were touting it as the 'super phone' weeks before its official announcement, so I'm hoping for some similar support for the flagship here in oz. There's no reason not to be excited I say, it is the single most important advancement in smartphones this year, leaping ahead of the somewhat incrementally evolving competition.
  • I went to many Telstra stores and they all hates on the Lumia 920, I did manage to get two of my mates to get one though and they love it. One went from android HTC One XL 4G to Windows and the other from an IPhone 5. I think Nokia needs to market it and have people at stores who knows what WP8 and Nokia are capable off. I hate it when store staff are biased. I feel like slapping them across the face at times. -_-
  • Telstra sales staff aren't 'the sharpest tools in the shed'.
    I actually saw someone else with a Lumia today, which was a first for me; usually I only come across people with gs3's, iphones, and galaxy notes.
  • They were supposed to hero the 920 if I recall. They failed.
  • Maybe. Kind of. The point is, they're learning and adjusting going forward. Selling phones isn't easy and each campaign has to start anew, with different strategies. Clearly though, as detailed here, we now have specific plans that they plan to go forward with, which contradicts your 920 criticism, or at least blunts it, imo.
  • I can agree with that. I'm of the opinion AT&T is a poor partner but maybe they have learned.
  • Like they learned with the 900? I'm sure they learned with the 920... No... Well third's time the charm????
  • Even if they do learn, will their iPhone-centric customer base learn with them, or even want to learn?
  • @Daniel I have a 1020 and I've noticed that in some pictures my focus was moved from the point I tapped. If you would please see if its happening to you. Tap and focus and you may see the focus drift I'm not sure if the lens mechanics floats and then settles. Its a wait of 6 10 secs It does settle eventually but you have to realign your focus before the shot. If its missed information on my part please enlighten me.. Thanks!
  • Interesting, I would like to here from someone else on this, you can't possibly be the only one in the world with this problem (in a way we hope so, right? ;) ). I don't have a 1020 nor have I heard of it, but I hope you get it straightened out. :)
  • and the 900 before that.
    immortal words:  "ATT is a dreadful partner" -Joan Lappin
  • That's right. And what happened to us 900 owners who supported Nokia out the gate? We just got told we have to wait an additional four months to upgrade. Not. Happy. With. AT&T.
  • I just paid the penalty to get out of it. With the $100 discount we who bought it the first week got from Nokia for messing up the signal (remember that?), the phone "only" cost me $300 total ($200 up front - $100 credit + $200 in penalty for canceling now)... felt like it was worth it.
  • Well it's a h3ll of a lot better than what Sprint is doing, for any WP phone.
  • Maybe in USA, in Italy L920 is a success :)
  • really?  Cause Italy lost marketshare YoY.
  • 920 a success at my house in the USA
  • 920 and more recently 520 are huge success in France.
  • They are putting more effort at my store saw Nokia rep and talked to him told me more promotion and better training on the way
  • Went into a Verizon store and T-Mobile on separate occasions, both times a Nokia rep was there. Spooky.
  • The last few times I have entered an AT&T or Verizon store, I was the only one representing Nokia (and I'm not paid to do so).
  • In my conversations with some t-mo and att store reps, Nokia reps show up, chat with them about anything but Nokia phones for 10-15 minutes and then leave. No training. One att guy said that he was going to do an online based training on 1020, but didn't have time because he was too busy pushing other phones. And that was after the phone was released.
  • I'm a T-mo rep and I tend to push WP as much as possible mostly because I've used all OS's and I love my L925.....but there certain customers that I will not even mention it to them. These are customers that need certain apps that are not found on WP or the WP 3rd party app is just not up to par. I would never talk someone out of a phone unless I know there's a defect with that model. Overall L925 is a solid phone...surprisingly I sell alot more 521's.
  • Although I understand that each customer is unique, I'd still casually mention/show WP phones to them, sort of planting a WP seed in their heads. What if they have a family member or someone else they know who might be searching for a new phone and they will be able to mention it to them. That should help spreading the word and help you sell more phones in the end. ;)
  • There's a reason for that... #NokiaArmy
  • Saw a low light box in one AT&T store, wasn't impressed because the box was broken from inside, blocking pretty much everything. Second display I saw was sort of like a snowball with balloons inside it and small trees.
  • I agree - I visited an ATT wireless store in a mall last weekend (actual store - not a kiosk).  One side of the room had 10 different Android devices.  The left side of the room had a single Windows Phone device - ONLY the 1020.  The box display was broken inside - I tried using my 920 with it and it was broken.
    Apparently all of this "awesome training" doesn't include how to properly set up the freaking low light boxes.
    I like my 920, but anyone who thinks this all anything but wasted effort is smoking something.  The 1020 will NEVER be a mainstream phone - simply by costing $299 in the US market.  And if ATT stores display the 1020 as their ONLY Windows Phone, the WP8 sales might actually even drop.
    BTW, I went to a very large ATT franchise store about a month ago.  They had no HTC WP8 devices on display.  They did have 5 Lumia phones on display, yet all 5 of them were non functional. They were either completely broken or had discharged batteries.  The employee I talked to there was suprised to see I owned a 920, and asked me if there were any apps available for it, "like Pandora?".
    Sorry guys, ATT, in reality, does NOTHING to effectively sell WP8 to consumers.  Nokia is crazy to believe anything different is happening.
  • "ATT is a dreadful partner" -Joan Lappin ....and its NOT Nokia's fault!
  • Joan lappin asked a question. What she said isn't empirical proof of a fact. At&t is trying.. But Nokia is coming from very far behind as Elop discussed in his response.
  • no she pretty much relayed her own personal experience and included that statement.  It was her empirical proof, piled on top of the hundreds, if not thousands of other testimonies around the web
    ATT IS a dreadful partner.
  • Elop knows this, he just can't say it on stage. I bet my nuts that they have had very heated conversations about this (I really should stop betting my nuts, because one day someone might show up and want to collect).
  • he can't say it on stage, but he can start selling unlocked and unbranded phones at Microsoft Store.  ATT may be the exclusive carrier but they dont need to be the exclusive source.
  • I encountered the exact same situation at the Potomac Mills mall in Woodbridge, VA.
  • mine had that but nothing was broken, looked good. I am not sure about cold sales going to windows mobile, but the store near me was very excited and praised the 1020. And I went in a few weeks earlier to look in to pre-ordering and several staff members had trail phones they let me play with..
  • The one I go to... a corporate store, not a franchise... the employees are ALWAYS starting their sentences with
    "We were SUPPOSE to train..."
    "We were SUPPOSE to be able to check it out before the street date..."
    "We were SUPPOSE to learn about..."
    "We were SUPPOSE to have all colors, but all we have is..."
    No amount of PR spin can help the corporate stores that don't care to actually do the training.   The day I got my 920, I was sitting there telling the rep that was helping me,  'They have that app for Windows Phone.  Yep.  That one too.  Yep.  Oh yeah, look, I have it here on my old Dell...let me show you...'
  • I'm sorry you've had this experience but I manage a "franchise store" in DFW and we know the Lumia 1020 well! Half of my staff uses the 920 and think the 1020"is awesome. I agree tho that it starts from the top down and that's why I'm personally glad to see this setup. We literally had to rearrange our entire live device setup to make a special Hero Wall for it. AT&T is making a huge commitment to this device and it shows. Complaining about past experiences doesn't help.
  • Which Store? I might drop by.
  • Roanoke TX. Just west of Southlake and the intersection of Hwy 114 and Hwy 377.
  • Gives me an excuse to go to Twisted Root or Babe's.  
  • actually complaining about past experiences DOES help because it keeps reminding ATT to never stop doing what little good they are now.
  • Its good that the big boss is a huge windows phone fan Ralph de la vega
  • Complaining about past experiences DOES help. We've seen these campaigns before, including the "Hero Wall" of WP8 phones, all 5 of which have discharged batteries and are broken, then having the employees asking me why I own a 920 and whether it "has any apps", and then plugging the HTC One or Galaxy to me.
  • The Casa Linda store is the same wa