May 07, 2012 at 03:08 PM
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Phone Maker Kicks Off 'Biggest Marketing Campaign Ever' With Entertainment Deals

Last October, SponsorPitch clue'd you into the role that events would play in what Nokia was billing as its biggest marketing campaign ever -- by a factor of three. Now that the Lumia has officially launched, we're seeing those plans come to fruition. Six Flags Entertainment has secured a marketing partnership with Nokia to support the launch of the new Lumia 900. A custom Lumia application will be built specifically for Six Flags guests at all U.S. locations to showcase the partnership and add value to the Six Flags experience. Since launching in the U.S. April 8th, Nokia Lumia's sales have reportedly tracked higher than expectations.

The partnership will provide Nokia with marketing opportunities across the Six Flags parks through its Media Network. To activate the deal outside the parks, Nokia and Six Flags plan to team up on national sweepstakes and retail promotions. The centerpiece of the program, however, is the development of a custom Six Flags application exclusively for Nokia Lumia consumers.

The mobile application will feature unique content for each participating Six Flags theme park, including an interactive map, information on attractions, food and shopping as well as special event listings, a custom day planner and video content from Six Flags TV. In addition, the application will present owners with exclusive benefits such as Nokia Nightly Offers that provide discounts each night on select in-park retail, restaurant or games locations.

"This partnership exemplifies and takes advantage of our entire portfolio of marketing assets and provides an incredible benefit to our guests," said David McKillips, senior vice president of corporate alliances for Six Flags Entertainment. "We are really excited to see the Nokia brand integrated into our parks and to deliver exclusive benefits to our guests."

Aside from entertainment partnerships, Nokia has also spent heavily on traditional ad inventory around its messaging that the "smartphone beta test is over."

... but as we reported on back in October, a significant portion of the marketing spend that Nokia and carrier, AT&T, are making to promote the launch of Lumia 900, will be in major experiential marketing campaigns such as the Six Flags deal and this Time Square takeover with Nicki Minaj last month.

Related: Six Flags Looks To Untangle Unprofitable Sponsorship Deals, Experiential To Play Key Role In Nokia's Biggest Marketing Campaign Ever