Nokia signs up Pammy to front N8 viral campaign

Nokia has signed up Pamela Anderson and Gossip Girl star Ed Westwick to front a viral marketing campaign for its new N8 handset, which launches later this year.

The actors will star in a new short feature, The Commuter, which will be shot entirely on the new device.

Agencies who work with Nokia on marketing for its handsets range include Inferno, JWT, MediaCom, Naked Communications and Wunderman. Wieden & Kennedy also work on the corporate account.

Nokia will complement the viral with a competition looking for people to star in scenes alongside the Baywatch babe and Gossip Girl heartthrob via a dedicated website www.starwithpam.com or www.starwithed.com.

The handset manufacturer claims this will be one of the first times that a project on this scale will use a mobile phone for much of the filming process.

John Nichols, head of marketing at Nokia UK, says: “We wanted to create something very special for the launch of the Nokia N8 that showcases the Hollywood quality of its camera.

The boldness of the campaign reflects the boldness of the device itself.

This is all about accessible, fun technology for people to use and enjoy; and that anybody can be a star.”

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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