CNN teams with Nokia for new interactive multimedia launch

Revolution UK 24-Oct-05

CNN has launched an online and on-air initiative, sponsored by Nokia, which invites viewers to reveal the hidden side of international cities.

The Scene push comprises a 15-week series of 80-second, high-quality,
video vignettes, with one added each week.

The initiative invites CNN's on-air viewers and online users to send in

their pictures of featured cities to a dedicated web site

(www.cnn.com/thescene), with comments and tips. Users can also access
the site from their mobile phone and download the latest episode.

The series is being presented by celebrities who profile what makes each
city unique. Cult French actor Vincent Cassell showed a side of Paris
away from the boulevards and tourist sights, while DJ Judge Jules gave
his low-down on party island Ibiza.

Kevin Razvi, executive vice-president of CNN International advertising
sales, said: "This is simply one of the most exciting and innovative
deals we've ever done. It brings together iconic names from the worlds
of film, music and design in a brilliantly conceived and executed
product that sits perfectly with Nokia."

The series used Eyeblaster technology to deliver the videos.

Last month, CNN launched a print and outdoor drive to position itself as
a broadcaster with 'Essential Global Intelligence' through a series of
news-inspired ads. The campaign aims to raise awareness of the range of
news it offers.

The campaign involved 12 creative executions developed by independent
agency Iris, relating to European, Asian, sporting and business
news.

Each ad featured a multiple choice question and a picture.