Excerpt from original post/interview by Timothy Ryan with Stuart Wells, Global Marketing Partnerships, Nokia on November 15, 2011
TR: Please tell us about the Push Snowboarding collaboration between Nokia and Burton. What is the idea and goal behind the platform?
SW: Rather than just tell people about Nokia’s latest powerful product, the Nokia N8, we developed a piece of new technology which placed the smartphone at the heart of a sensor ecosystem to provide insights into snowboarding that hadn’t been seen before.
We designed, tested and produced wearable sensors, simultaneously connected via Bluetooth to the N8, that gave snowboarders live tracking of their ride: speed, heart rate, airtime, rotation and even ‘rush’ – a measure of how anxious or “stoked” a rider was when on the mountain.
We then tested this technology with Burton professional snowboarders around the world at top snowboarding competitions. We documented every stage on film and shared it online, at experiential events and through mainstream media coverage.
The project culminated with a sponsorship presence at Burton’s US Open competition where the public was invited to test the kit themselves in the resort.
The development of the innovation was shared with the world as it happened. In this case, the product development was the marketing...."