Crème de la Crème
Bruce Lee Viral Campaign
In 2008, Nokia decided to resurrect Bruce Lee. To mark the 35th anniversary of the film icon's death, a limited edition N96 tribute phone was produced. Its launch included a 10-second online teaser of 'secret', neverseen-before footage. One million views and 24 hours later, a full-length video was released - along with a second viral ad.
The campaign created debate - 'Is this the real Bruce Lee?' - and spread with lightning speed across China. The videos themselves tapped into a unique online 'dialect', perfectly suited to a tech-savvy audience.
The final results were extraordinary: more than 16 million views globally, 1.2 million unique visitors to the campaign site, and all stock cleared within five days. 'Earned media' estimates put the total at $3 million: a knockout punch.