Engaging mobile content was created using the tonality of Nokia New Year’s Eve and artist contributions, such as exclusive interviews with the Black Eyed Peas as mobile video download, in order to guarantee a lasting impression on all of the mobile site visitors. With content, graphics, and layout optimised for a wide variety of handsets, the mobile site successfully communicated the Nokia music message and encouraged viral distribution of free content, thus enabling connections amongst users.

Achieved at a much lower cost than traditional media, the mobile site generated over 2 million mobile site visitors within just two months. The mobile channel offered unprecedented levels of engagement with 650,000 mobile content downloads and even more forwarded virally, driving event attendance. The Nokia New Year’s Eve experience remains saved on handsets all over the world!