Smartphone Beta Test

Nokia has been a relatively busy bee when it comes to promotion, especially when you consider the scale of their global campaign. We've now got some photos of the advertising madness in action at New York subway stations and the promotion material appears to be everywhere. The Smartphone Beta Test is being slapped on walls, pillars and even staircases with the recently launched AT&T Lumia 900 by its side.

As well as this advertising push, we've also had a live performance by Nicki Minaj take over Times Square and the Lumia 710 launch by T-Mobile - you can safely say it has been a blast thus far. We've seen Nokia also take the "Amazing Everyday" to Madrid's Estación de Ópera, a fairly popular train hub in Spain, as well as handing out cupcakes in Belgium.

Taking a look at the photos below (as well as the remaining shots in the SkyDrive album) we can see that the advertising material is certainly eye-catchy and is perfect for those tired travellers who would give anything for their eyes to feast on some colours.

Check out the rest of the photos on Kamal's SkyDrive. Thanks Travis for the heads up!

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The Smartphone Beta Test is the latest marketing campaign from Nokia that's to be continuously rolled out in the U.S. The videos highlight key features of the Lumia handsets, with the above commercial focusing on the Carl Zeiss optics. Nokia is set to release more firmware updates to introduce Internet sharing among other features missing from the Windows Phone experience.

It's interesting that the ad states the Lumia handsets sport better camera specifications for low-light photography, which we'd agree with. But we've said before that it would appear as though the hardware is a slight let down with regards to performance on the Lumia 900.

Source: Youtube; thanks Konstantin for the tip!

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The Smartphone Beta Test has been running since the birth of the smartphone, well technically it hasn't but it's a pretty neat marketing campaign from Nokia for the U.S. We witnessed a website (www.smartphonebetatest.com) being created with a bunch of videos published to poke fun at some competitor handset issues.

Now the Smartphone Beta Test website has been updated with more interactive content, videos and information on the AT&T Lumia 900, which is launching across the U.S. Cue "Operation Rolling Thunder", Nokia's plan of a attack for the states, which will see the manufacturer driving forward advertising not only for the Lumia handsets, but for Windows Phone too.

Prepare yourselves for some effective Nokia marketing. For a taster, check out the beauty of social integration and live tiles in Windows Phone in the humorous commercial below. Nokia is clearly on the attack here at other smartphones as well as how they can negatively impact our lives by being unreliable - something the manufacturer looks to change with Windows Phone.

Source: Smartphone Beta Test; thanks Hiiiiiiiii for the heads up!

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There is little doubt that Nokia has the deep pockets, ingenuity and cleverness to make an effective advertising campaign for the AT&T Lumia 900. The question is, when will "Operation Rolling Thunder", their nickname for their advertising bombardment of the US begin and what will it entail?

Part of that question is now answered with the site 'Smartphone Beta Test' (www.smartphonebetatest.com) which is a bold and humorous attempt on taking on Apple's iPhone. The site features a countdown clock that expires on April 6th and a video of a man who looks a whole lot like ex-Saturday Night Live alum Chris Parnell sitting in a chair, being bored as he waits for the countdown to expire.

Below that section we see three videos that directly take on the iPhone: Exhibit A "Outside", Exhibit B "Sick Golfer" and Exhibit C "Death Grip". All three videos feature marketing people sitting around a conference room discussing a blurred out, un-named device that is clearly an iPhone. One of the members raises a problem with the device e.g. the famed iPhone death-grip while the other two mercilessly mock him for even caring.

From here we can see one of Nokia's angles for selling the Lumia 900: they will directly be picking a fight with AT&T's former 'hero' device, Apple's iPhone (in addition to possibly any other "beta" phones, which for us brings to mind Google's Android). It is certainly a risky move but if any company can do this, it would be Nokia.

What's interesting is the site currently has the Nokia name crossed out and there is no mention of the Lumia 900 just yet, but we know it's them. For one, the colors of the site are very much a part of the Nokia "Amazing Everyday" campaign and the whole design screams Nokia. And while their domain lookup tells us little (it was registered by proxy, so no information), there is some solid proof it is them behind the site. By looking at the source code for the web page we can see a single Java script link-back to Nokia.com (see above image), which seals the deal for us.

We look forward to see what happens with the site in 5 days and the following Tweets (#BetaPhone) that go with it. Currently those hashtag tweets are done by just a few people, notably from Butler, Shine, Stern and Partners an ad agency which is probably behind this whole Nokia project.

Update: As noted in comments by wp7rocks, going to the site's images directory reveals AT&T and Nokia items. The most curious is this one, calling every other smartphone in "the last 5 year years" a "tester".

Update 2: Reports have come in noting that a teaser ad of this has shown on TV during some NBA games today. You can watch it here.

Source: Smartphone Beta Test; Thanks, cmunic8r99, for the link

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