Events created by a mobile handset manufacturer should very naturally allow for entertaining interaction between attendees and their mobile phones. The challenge, however, was to find a compelling incentive to motivate people to interact with each other at Nokia Trends. This led to the idea of “15 seconds of fame,” allowing event attendees to share their very own Nokia Trends experiences on stage with the stars, for all to see and enjoy! Users could send their pictures in via MMS which were then displayed as part of a visual animation.

By creating a network of MMS and SMS messages, approximately 1.2 million people in all of the five Nokia New Year’s Eve events were able to view thousands of messages from around the world! Consumers were able to experience a truly global celebration in which they could participate directly. Nokia’s role as a global connector of people was firmly highlighted amongst its core target group and was seen as a natural enabler of such a global event.