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Nokia event draws thousands as Lumia 900 TV ad rush starts

updated 02:30 am EDT, Sat April 7, 2012

Windows Phone promo, events escalate

Microsoft and Nokia swung their marketing for the Lumia 900 into full gear on Friday night with three pushes at once. Nokia revealed at the last minute that its Times Square event's special performer was Nicki Minaj, paralleling the appearance of Deadmau5 at the London Lumia 800 event in the fall. While the exact crowd numbers weren't revealed, thousands were visible in both official and unofficial shots.

As expected, Nokia's Smartphone Beta Test page also shed its teaser status and showed the TV ad campaign that should saturate the US for the next several weeks. The two spots so far suggest that everyone using a smartphone "for the past five years," or since the iPhone was unveiled, was secretly part of a beta test for what the Lumia 900 would become. One of the first clearly TV-oriented spots suggests that social disasters like missing a family tragedy could be helped by Windows Phone's People Hub providing social updates faster.

Rounding out the campaigning, Microsoft's Smoked by Windows Phone promo has extended for one more week, until April 12. To drive sales of the Lumia 900, Microsoft has stopped giving away the free phones to 'losers' that have triggered lineups and has instead switched to $25 gift cards for the store, capped at 250 people per day. The special HP Folio 13 for winners has been replaced with a similar-value $1,000 gift card.

The scale of the campaign shows the perceived importance for Microsoft and Nokia that the Lumia 900 succeed. Microsoft is continuing to lose ground to Apple and Google, and sees the Lumia 900's US appearance as regaining relevance. Nokia is hoping to restart its presence in the US after executives before Stephen Elop mostly dismissed the threat of Android and the iPhone and paid little attention to the US.

by MacNN Staff



  1. SockRolid

    Joined: Dec 1969


    There is no tomorrow

    Re: "Microsoft and Nokia swung their marketing for the Lumia 900 into full gear on Friday night with three pushes at once. "

    As well they should. 2012 is a do-or-die year for Nokia *and* Windows Phone.
    Good luck with all that smoke.

  1. juraiprince

    Joined: Dec 1969


    Same old, same old

    Microsoft. They probably paid Minaj a bucketful of cash just like they always do. They know the products are not strong enough to sell themselves, so they do what they ALWAYS do: throw money at it and hope for the best. Lame, and somewhat pathetic.

  1. Wingsy

    Joined: Dec 1969


    See Through This You Can

    Microsoft brings in a popular black female rapper to draw crowds, whereas at Apple's events the rock star is the product itself. They think that people with half a brain can't see through this?

  1. facebook_Aryu

    Via Facebook

    Joined: Apr 2012


    Am I missing something?

    I don't get it. The phone can receive pushed data? Ummm... so? I get the impression they are 5 years late arriving at the party, and claiming they are fashionably late as they try to cover up their f- up. "Dude, you spent all night driving around lost, the party is almost over and you're claiming it's intentional to make sure you were at the best party? That's really lame, Dude!"

  1. Fonejacker

    Joined: Dec 1969


    Every time

    you buy a Microsoft product you are a beta tester, for the next 5 years, with bug fixes, additional features, additional costs, copy cat ideas that are "new", when the competition already had them for 3 years. The Lumia 900 is an average phone, nothing special, where's the "wow'" factor, where's the innovation? Oh yeah, I forgot it is a Microsoft product. Wow and innovation is a strange concept to them. Android and Apple are killing them, big time, no coming back after waiting 5 years for Microsoft to innovate something. Android and Apple will have about 50/45 market share split, with the rest fighting with RIM (soon to be called RIP) for the rest.

  1. macnnoel

    Joined: Dec 1969


    run away

    this is like being stoned and drunk the night before, then finding out you slept with a crossdresser at the party.

  1. lkrupp

    Joined: Dec 1969


    comment title

    Does Microsoft really think people are so stupid as to believe the crowds were there to buy the Lumia 900 instead of watch the performance? Do they think the size of the crowd will somehow convince people that the Lumia 900 is an iPhone killer? Really?

  1. MadGoat

    Joined: Dec 1969


    Who is she?

    Is that rapper chick really that popular? Does she have enough buzz to influence sales?

  1. facebook_Tanya

    Via Facebook

    Joined: Apr 2012


    Nothing compared too

    The size of this crowd is nothing compared to the size of the crowd that showed up to the OS/2 Fiesta Bowl.

    Google it, lol. Anyway, I think a lot of Minaj fans may have heard about the WinPhone today, whether they like it or not, is another question.

    My prediction is the Lumia 900 will do OK, like the HP Veer was a minor success for Palm/HP before they quit the market.


    Joined: Dec 1969



    I feel sad for Microsoft and Nokia. Unfortunately I own stock in both companies so I hope they do well. Fortunately I also own stock in Apple (which is doing really well).

    So I am really conflicted.

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