Nokia asked Splatter in March 2014 to help launch MixRadio as China’s first international Music Streaming App. Splatter drew on its deep Chinese music industry experience and insights to launch a three-part one day event including; a press conference with Nokia’s global senior executives and hugely popular Hong Kong artist Khalil Fong, a KOL and media dinner, and a specially curated concert with four hot artists performing for “super fans” chosen specifically to attend through online competitions.
Credibility was key here, not dragging out “has-beens” or overused artists in order to maximize cool cache and create positive associations with Nokia amongst target consumers.
Splatter created significant hype even before the event began, through new media and traditional press coverage. With the help of the four artists performing at the launch and 20 KOL attendees, just 100 posts about Nokia MixRadio generated over 5,000 real reposts within a few days of the event. Highlights in traditional media included a front cover and four-page spread in So Cool Magazine, a feature in 1626, and video features on LeTV, Sina Music, and Sohu.
“I want to pass on my sincere gratitude to the entire team that contributed to making our MixRadio China event. From early planning stages to the quality in execution, the momentum and results the event are bringing MixRadio and our Chinese customers are significant. We are getting good traction on social channels, our brand is now out there, supporting the Lumia and Nokia X business and this provides us with a fantastic platform to continue building our business.”
– Jamie Roberston, Director Entertainment, Nokia