Nokia has currently released a new advertising campaign to show off the capabilities of the mobile phone, mainly its video camera. They decided to create a viral video of some action movies recorded entirely with the camera. I’ve watched both the videos and I actually think they’re pretty impressive for a standard camera phone. What the campaign is trying to show is that anybody can create good quality video if the user knows what he/she is doing. This type of advertising is taking a different approach than the standard advert shown on television. It gives the audience a bit of freedom, choice and inspiration, for me when I watched it, I thought in my head “I also like filming and video editing, if they can do it with a standard camera phone, why can’t I?” This effect encourages the audience to take part in the creation of viral videos, creating a media culture. Despite drawing the attention of media creation fans, it also shows them the full capabilities which this specific mobile phone can handle, so it also sells itself in the video. This method of advertising may also be cheaper than the default method of using a television advert, a simple but effective advertising video, can be uploaded for free online (such as YouTube) , it can then get very popular and turn viral, (through the audience sharing it with friends and family) effectively using the audience to advertise their product for free.
Overall I think it is a very productive, effective and quite a sneaky way marketing a product to an audience.
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