Nokia kicks off US advertising campaign with a Beta Test, takes on the iPhone
There is little doubt that Nokia has the deep pockets, ingenuity and cleverness to make an effective advertising campaign for the AT&T Lumia 900. The question is, when will "Operation Rolling Thunder", their nickname for their advertising bombardment of the US begin and what will it entail?
Part of that question is now answered with the site 'Smartphone Beta Test' (www.smartphonebetatest.com) which is a bold and humorous attempt on taking on Apple's iPhone. The site features a countdown clock that expires on April 6th and a video of a man who looks a whole lot like ex-Saturday Night Live alum Chris Parnell sitting in a chair, being bored as he waits for the countdown to expire.
Below that section we see three videos that directly take on the iPhone: Exhibit A "Outside", Exhibit B "Sick Golfer" and Exhibit C "Death Grip". All three videos feature marketing people sitting around a conference room discussing a blurred out, un-named device that is clearly an iPhone. One of the members raises a problem with the device e.g. the famed iPhone death-grip while the other two mercilessly mock him for even caring.
From here we can see one of Nokia's angles for selling the Lumia 900: they will directly be picking a fight with AT&T's former 'hero' device, Apple's iPhone (in addition to possibly any other "beta" phones, which for us brings to mind Google's Android). It is certainly a risky move but if any company can do this, it would be Nokia.
What's interesting is the site currently has the Nokia name crossed out and there is no mention of the Lumia 900 just yet, but we know it's them. For one, the colors of the site are very much a part of the Nokia "Amazing Everyday" campaign and the whole design screams Nokia. And while their domain lookup tells us little (it was registered by proxy, so no information), there is some solid proof it is them behind the site. By looking at the source code for the web page we can see a single Java script link-back to Nokia.com (see above image), which seals the deal for us.
We look forward to see what happens with the site in 5 days and the following Tweets (#BetaPhone) that go with it. Currently those hashtag tweets are done by just a few people, notably from Butler, Shine, Stern and Partners an ad agency which is probably behind this whole Nokia project.
Update: As noted in comments by wp7rocks, going to the site's images directory reveals AT&T and Nokia items. The most curious is this one, calling every other smartphone in "the last 5 year years" a "tester".
Update 2: Reports have come in noting that a teaser ad of this has shown on TV during some NBA games today. You can watch it here.
Source: Smartphone Beta Test; Thanks, cmunic8r99, for the link
One of the "Behind the scenes" video ads making fun of iPhone Antenna-Gate
Teaser spot now airing on US television...
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Daniel Rubino is the Editor-in-chief of Windows Central, head reviewer, podcast co-host, and analyst. He has been covering Microsoft since 2007 when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, laptops, next-gen computing, and for some reason, watches. Before all this tech stuff, he worked on a Ph.D. in linguistics, watched people sleep (for medical purposes!), and ran the projectors at movie theaters because it was fun.