Nokia wanted to bring amazing presentation of the new Lumia phones. Particularly a good description of the amazing camera features. They announced a good looking demonstration video in Nokia Conversations blog post. Here is the video. It looks amazing when you view it. The video and pictures look really good, almost too good to be true.
That’s when things started to got really wrong on the PR perspective.
It became embarrassing when observant found that the sample shown in the video was a completely different equipment than a Nokia mobile phone, which was subsequently granted. So the amazing video turned to be faked. It was not demonstration of Lumia 920 video capabilities.
As if faking the video wasn’t bad enough. More mud started to fly when the Lumian still photo features the presentation of the images authenticity was suspected – and for good reason. Nokia confirms that Nokia’s PureView still photos also include fakes.
Now Nokia spokesperson agrees that the PureView ad is misleading. They stressed that it was “never the company’s intention to deceive anyone”. Nokia says it’s now looking into updating the original video with a footnote so that it’s clear that the images are simulated, and the original Nokia Conversations blog post that announced the video has been updated with the following text: “the OIS video, above, was not shot using the Lumia 920.”
I see this PR mistake was a mega mistake for Nokia. The biggest mistake was that they were not clearly telling what they were showing on the video. When advertisement video shows something that is not true to reality, it should be shown clearly on the presentation. This was meant to be a product presentation (or at least it looked like it), so it should have stayed on the facts. In the video Nokia compares pictures (with texts describing this) takes with Lumia 920 to other mobile phone camera, so the viewer should expect real pictures to be used here.
There has been problems for customers to trust Nokia earlier, and this does not help the people to trust what Nokia says.
This example also shows how easily you can get caught on lying on the modern Internet media. When topic is interesting, a large number of people will view your presentation. And when a large number of people see it, there are usually a large number of experts on different fields that can spot out things that do not seem to be right. Usually it happens so that one spots out that something does not look right, and publishes it in blog. Then some other person that might not have spotted that earlier takes another look at the claim, and can do their own research on this publishing more finding. Usually when the things are not right as they were were said to be, the truth is found out sooner or later. Usually sooner and with more visibility than the companies spreading those non-truthful claims want that to happen. Stay in the facts on your communications. If you publish something that is not true to reality, tell clearly that this is fiction. So clearly that viewers will get that.
More references material on this can be found at New mobile phone camera technologies article discussion section.