Today I talk with Howard Pyle who is the Creative Director of Local Theory who create integrated marketing campaigns. Howard has recently planned an "integrated campaign for Nokia Nseries, documenting the Young Creatives Film Competition at Cannes Lions 2007. It included online content, print-mobile activation, over 90 viral web/mobisodes, and a 30-minute branded MTV special premiering in more than 150 countries". I wanted to ask him about

• The background to the social media campaign for Nokia N Series.
• How Nokia used social media to create brand awareness
• How the medium you use, affects the brand message.
• How do you decide the right channel to create brand engagement.
• The importance of understanding the audience's needs to create brand engagement
• How to create brand advocates through giving them something special that no one else has - to create a conversation around the brand.
• How do you find the balance between getting the message out and not confusing consumers
• Are online or viral videos competing with traditional tv advertising or even Hollywood?

(To see the N Series then click here and also to see the You Tube video that inspired this show)

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