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Welcome to our support website for the business case "The Nokia N8 ‘Push Snowboarding’ Campaign: An Avant-Garde Social Media Strategy from Engagement to Sales".

Read an inspection copy of the case.


The case has been translated into Spanish. Read Spanish version.




The case illustrates an innovative integrated marketing campaign by Nokia to promote its new phone, the N8. In early January 2010, Stuart Wells, Integrated Global Campaign Lead at Nokia, initiated and supervised the execution of an ambitious integrated marketing campaign. The case follows the decision-making process step-by-step, with particular attention to the use of digital channels in the launch strategy and social media measurement and ROI.


Teaching Objectives

The case can achieve the following objectives individually or in combination:

  • To explore how Nokia leveraged partnerships with major brands such as Burton and events such as the European Snowboarding Open to launch and further develop the N8;
  • To discuss what factors should be considered when choosing a community for a targeted social media campaign to launch a product;
  • To focus on how Nokia launched and promoted its new product by implementing a community- and advocacy-based approach;
  • To understand how to evaluate a social media campaign.


How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.