Nokia Does Not Tap an Agency but a Mag (Wired) for Content Marketing Campaign
What: WIRED and Nokia have launched #maketechhuman, a year-long initiative that examines technology's impact on our future. The multimillion dollar deal which includes a new website (WIRED.com/maketechhuman), print ads and events is, at the core, a content marketing project. The initiative has kicked off with a Reddit Ask Me Anything hosted by world wide web inventor Sir Tim Berners-Lee. It will run through November 2015.
Why it matters: Brands are increasingly going directly to media properties, sometimes bypassing the agencies, to do Content Marketing projects, where they leverage owned, paid and earned media.
WIRED and Nokia, the technology supplier not the mobile phones unit which was sold to Microsoft, have launched #maketechhuman, a new initiative created to start a conversation about technology, its role in society, and whether it truly serves humanity. The goal of the initiative is to identify opportunities and challenges created by technology, and then shape the future in a positive direction through conversation, awareness, and content.
The initiative, which runs through November 2015, kicked-off with a Reddit Ask Me Anything (AMA) hosted by Sir Tim Berners-Lee, the inventor of the World Wide Web. The AMA, intended to give a passionate social community the once-in-a-lifetime chance to speak with a luminary in the WIRED world.
Wired's Editor in Chief Scott Dadich was the keynote speaker at last year's Portada LatAm Summit (read an interview with Dadich).
Also , WIRED and Nokia are launching a content hub-a first-of-its-kind narrative on WIRED.com. Throughout the duration of the initiative, the hub will serve as place for users to share their enthusiasm and concerns about technology. Based on user feedback, topics will be determined and content will be created. Videos, short web posts, and long form articles will be published regularly by WIRED's Brand Lab, comprised of industry luminaries, experts, and notable writers.
Later in the fall, WIRED and Nokia will hold the first-ever maketechhuman Summit-an event that will highlight the innovative solutions for the important issues uncovered throughout the initiative. The program will wrap with a documentary recapping the key learnings.
"Although technology has ushered in an extremely exciting era of unprecedented productivity, convenience, collaboration, and creativity, it's also shaken up our security, our privacy, and our jobs in many ways. As the role of technology continues to expand our lives, we feel it's time to start a conversation to ensure that technology serves humanity and not the other way around," says Barry French, Head of Marketing and Corporate Affairs, Nokia. "Nokia turns 150 years old in May of this year. Our aim is to expand the human possibilities of the connected world and, true to that vision, we look forward to the future with a desire to talk about both the challenges and the extraordinary potential of our technological path ahead."
"We are very excited to launch this important and timely conversation with Nokia," said Kim Kelleher, publisher and chief revenue officer. "WIRED has always been optimistic about the future of technology."
People can begin submitting topics for consideration at WIRED.com/maketechhuman or via social media with the hashtag #maketechhuman.