Launching new product requires social media: Nokia N97 using Scoble

Press releases: out – Bloggers: in

Gone are the days of a elaborated press release that could get the attention of the world.
People and journalist seem to read less press releases.
Now you need to attract the attention of renowned bloggers in order to spread the word.

Nokia has launched on their Nokia World event in Barcelona a new phone N97 with more features than the iPhone.
– Keyboard
– 3.5 inch screen
– GPS including location based services
– More features (CrunchGear)

In order to promote the launch, Nokia had cleverly invited Robert Scoble (blog: Scobleizer) to their event Nokia World to spread the news.
This is probably more effective than a press release and could reach further than advertising.

If you as a company are not part of the community in the (Silicon) Valley, then you need to get their (bloggers) attention to get on their blogs.
So Nokia used Scoble, who distributed the announcement of the new product supported by video. This then got copied over and over again like this blog post.
Just read the number of comments and references on Scobleizer blog. Spreading virally.

Nokia N97

It’s a phone that has the functions and features of a laptop (Gizmodo).
What do you want more for your sales force?
A lower price maybe?

The next time you launch a product, will you invite bloggers?