Theorem, Nokia & ESPN Headline Theatre Seminar

Wednesday 19th September, 12.00 noon

Presenter & Guest Details

Speaking:Marcus Harding - UK DirectorTheorem

Guest: Ellen Marzell - Director Partnership / Management / Global MarketingNokia

Speaking on

Working with production partners to deliver dynamic & engaging creative executions for Brands & Publishers

A NOKIA / ESPN Case Study

Our Credentials

• Global Media Operations & Creative Production Company founded in the US in 2002 (UK 2009)

• Support Agencies, Media Owners & Rich Media technology companies to build and scale their ad production cost effectively

• One of two companies certified to build Google Double Click Studio client’s creative

Seminar Focus

Trends How brands, publishers and agencies areinteracting with each other to engineer compelling and engaging digital campaigns

Case study How ESPN leveraged rich media technologies to create a custom ‘Emulator’ ad unit for Nokia’s Lumia 800 campaign

Trends

• Publisher drive to differentiate (Custom Units)• Agencies expect more creative solutions• More partnership campaigns (Nokia / ESPN)• Advancements in Ad personalisation• Synchronised cross platform messaging

(TV to WEB to Mobile)• Growing need to work with creative partners

Nokia / ESPN Case Study

Nokia / ESPN App - Background• In January 2012 Nokia and ESPN partnered to launch the ground

breaking ESPN Sports Hub app which came pre installed on all Nokia’s Windows phone.

• Nokia knew sports were a major passion point for their consumers

• By working with the world’s largest sports network (ESPN) Nokia were able to provide fans with the content they needed on a global scale

• The objective of the ESPN Hub app was to combine the expertise of both brands to create a unique and exclusive global sports experience for the Nokia Lumia Windows phone range

• The ESPN Hub featured unprecedented functionality and content to keep fans connected to their favourite sports and teams.

• Live scores were also accessible through a home screen "live tile", providing score updates without even launching the app.

• With the touch of a tile users can access live scores, breaking news, videos, and Twitter feeds from their favourite ESPN analysts and personalities.

Nokia / ESPN App - Background

ESPN view“ESPN is organised to deliver solutions to advertisers that connect brands with fans in an efficient and innovative manner – our collaboration with Nokia is another example of that.

ESPN has an unrivalled ability to serve advertiserswith local precision using our global scale, and onewe will look to enhance and expand throughinitiatives such as this”

Alan Fagan, Group Advertising Director, ESPN EMEA

Global Ad Campaign Promotion

Replicating & Promoting the ESPN Hub via Rich Media

Creative

Nokia / ESPN Emulator Ad Unit • Goal: Shortly after the app launch, ESPN were tasked to deliver and

promote an ad campaign via a fully-functional, life-like simulation of the ESPN Hub app. This would involve building a unique custom ad unit

• Build: ESPN worked with Theorem to develop a fully-functional online emulator (simulation) of the ESPN Hub app ready for a 1st June marketing launch

• Functionality: Based on a recreation of the Nokia Lumia Windows phone, the Emulator ad unit pulled in live content from ESPN.co.uk allowing users to consume sports news updates, full-length video and keep up to date with ESPN's latest activity via social media

Video Demo

Outcome

“The demo/emulator brought together the best aspects of ESPN and the Nokia Lumia range, showcasing the Lumia's intuitive UI and delivering rich sports content. The emulator has exceeded Nokia's expectations on interactions and delivery”

Ellen Marzell, - - Director Partnership / Management / Global Marketing

“Thank You”