Case Study: Microsoft Corporation achieves 3.23% engagement and heightened Lumia 1020 awareness with Millennial Media's interactive mobile ad

Microsoft Engages Consumers with Interactive Mobile Ad for Nokia Lumia 1020

Microsoft launched the Nokia Lumia 1020 in Germany and needed a way to showcase its standout 41‑megapixel camera to consumers. The challenge was to drive awareness and let 18–35 year olds—especially those interested in tech and design—experience the phone’s photography features in a mobile-first environment.

Millennial Media, in partnership with Universal McCann, built a touchscreen-rich media ad that let users pinch and zoom a photo on a Nokia Lumia 1020 and then click through to a mobile-optimized landing page; the campaign ran across targeted sports, tech, gaming, entertainment and photo mobile communities and reached smartphone users including competitors’ devices. The interactive creative delivered a 3.23% engagement rate, with 56% of interactors zooming a second time and 8.63% clicking through to the site.

Microsoft Corporation

Ron Lakos

Communications Manager Windows Phone