mobilemonday austria meets university 2011 - nokia
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MobileMonday Austria meets University 2011 - Team NokiaTRANSCRIPT
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Briefing&Ziele★ Krea5oneinerApp
★ fürNokiaE7Smartphone
★ Brands:VIVAundDocLX
★ 360GradVermarktungskonzeptesderApp
Ziel1:VerkaufvonE7bzw.NokiaSmartphones
Ziel2:DownloadderApp&nachhal5geNutzung
Ziel3:ImagetransferNokia,DocLX,VIVA
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Zielgruppe&Konkurrenz
• Konkurrenzanalyse:KeinvergleichbaresAppamMarkt
• 16‐29Jahre:ca.1,5Mio15‐19jährigeinÖsterreich
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Ideenkurve
Flirtline/Chat
HappyHourPushNotes
Terminkalender
Ticketkauf
PartyReminder
Musikwünsche
PhotoUpload Selbstdarstellung
15MinutesofFame
mitgestalten
Aufmerksamkeit
Spaßfeiern
Anerkennung
Selbstverwirklichung
Feature‐Orien6erung Mo6va6ons‐Orien6erung
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Insight:“15MinutesofFame”
Andy Warhol
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Insight:“3MinutesofFame”
Team Nokia
+
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MusicSelectorApp
• inProduk5on...
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Mehrwert
SELBSTAUSDRUCK
MITGESTALTUNGANERKENNUNG
GEMEINSAMESERLEBNIS
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RollenimVermarktungskonzept
AGENTUR/UMSETZER
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Agentur Phase
X X 1
ovi X 1
Online* X X X 2
Print/PR* X X 2
POS X 2
Promostand,Promotoren&Wlan X X 3
VIVAMusicSelectorShow X 4
*Online:Facebook,Newsleker,Webseite,Blog‐undYoutubePre‐undReviewsvonderApp*Print/PR:Flyer,Plakat,S5cker,Jugend‐undTechnologiemagazine
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Budget&LeistungBudget
★ EntwicklungderApp10k
★ Promo5onfür5Events15k
Event‐KPI1:3525Direktkontakte(750Selectors+2775Voter)
Event‐KPI2:Verkaufvon65StückE7/Smartphones
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“DUentscheidestwasgespieltwird”