MUMBAI: Nokia and China’s Internet video site Youku will broadcast the Nokia 5800 XpressMusic Interactive Online Concert on 19 April from Beijing.
The webcast of the two-and-a-half-hour concert is the centerpiece of an innovative campaign created in partnership between Youku and Nokia. The online concert will be streamed to more than one million expected viewers.
Nokia wants to deliver young customers in China a unique, engaging interactive experience, and finds that live music from the best talent in Asia is what these young customers really want. Nokia found in Youku the right platform partner to deliver that, with the brand recognition and the technological capability to pull off a webcast of this scale. Nokia invites some of Asia’s hottest artists to perform: JJ Lam from Singapore; Joanna Wang, the band Sodagreen, Da Mouth, Kenji Wu, Deserts Zhang and Chang Csun Yuk from Taiwan; and Jane Zhang and Anson Hu from mainland China.
The mini-site for Nokia 5800 XpressMusic Interactive Online Concert consists of three sections: a live video stream of the concert, an interactive video press room, and a real-time archive for video clips of the concert. While watching the online concert, Youku users can choose their favorite angle from 4 different live streams in one window. They can also vote for their favorite performer, and the artist who wins the most online votes will give an encore performance at the show’s end. After finishing their on-stage performances, the artists will move to the interactive press room to answer questions submitted by netizens. Meanwhile, all the video clips will be archived in real time for later viewing.
With this online concert, Youku debuts a new cooperative model called "Youku Live." By adopting Youku Live, brands can significantly amplify below-the-line investments. An offline event, for instance, that might only reach a few hundred individuals could be broadcast to the Internet, where it has the potential to reach hundreds of thousands, or even millions of viewers.
Nokia marketing director for Greater China, Japan and Korea Koh YeeWee said, "Nokia believes that the brilliant product and innovative marketing campaign designed for our consumers will win their hearts. The Nokia 5800 XpressMusic Interactive Online Concert, our latest campaign following the nationwide launch of the Nokia 5800 XpressMusic handset, was inspired by our understanding of the lifestyles of China’s Internet-generation youth. Through this they can really express themselves–their desire to interact, to get involved, and to communicate. Nokia will integrate the cutting-edge technology of new media marketing with Youku as its partner, and rewrite the history of the Internet and concerts."
"We’re deeply honored to announce this interactive online concert with Nokia. For business development and strategic cooperation, Youku always chooses the leading brands in each industry, bringing innovation to online marketing campaigns in China. For a long period, brands have been struggling to figure out an efficient way to fully present their marketing events. Now, Youku Live model offers an alternative and much better option for advertisers," said Youku founder and CEO Victor Koo.