Promoting the Lumia 925 alongside the Man Of Steel movie was a good marketing decision by Nokia. The phone has the right look for the movie: it’s unique, metallic, and even somewhat futuristic. It’s a bold and striking piece of hardware that fits well with a movie that can be described with the same type of adjectives. Well done Nokia. This was a good marketing decision.
The Man Of Steel/Lumia 925 campaign makes perfect sense in markets like the US, the UK, Germany, and China where the phone is (or will be) sold. But what about the markets where the Lumia 925 isn’t available? Nokia has decided to push ahead with the Man Of Steel promotion in these markets using the Lumia 920 as the ‘Superman’ phone – I think it’s a marketing ‘fail’.
The Nokia store here in Helsinki put up a window display that uses the Man Of Steel movie to promote the Lumia 920. I love my 920, but the phone itself is old and its design language doesn’t fit with the movie. I can see Nokia’s logic: ‘we paid for the rights to the movie, so we might as well use it everywhere’. But I can’t help but feel a little bit cheated. I know that the 925 is available in other parts of the world and I want it in Finland – I don’t want another ad for a really old phone.
And I don’t blame Nokia’s marketing team either. This promotion is really about the fact that the Lumia 925 will not be available (anytime soon) in many European markets. So in a sense, this promotion is more of a getting your product to market ‘fail’ than a marketing problem. Indeed, as Man of Steel fades into the summer movie bin, T-Mobile is just on the cusp of releasing their Lumia 925 in the States. Too bad that marketing opportunity has been missed there too.