Nokia has signed a product placement deal with Hollyoaks, a long-running British soap opera.
Hollyoaks will be showcasing the Nokia Lumia smartphones over four months from July.
Producers of the show have confirmed that selected characters will be using Nokia 800 and 710 smartphones. The phones will be integrated into the script and storylines, demonstrating the Lumia's features in the process.
— The Nokia Lumia phone range is a terrific fit for Hollyoaks's young and savvy audience, said Rob Ramsey, the partnership leader of Channel4—the network responsible for airing the show.
Characters will also be seen wearing Monster Purity HD headphones, while poster adverts featuring Nokia products will be visible at the village bus stop.
Additionally, two characters will be developed off screen as they tweet in their Hollyoaks personas to further promote Nokia Lumia.
— Hollyoaks is the perfect platform for Nokia to engage with younger audiences, embedding Lumia in amazing everyday storylines people can relate to, said John Nichols, head of marketing at Nokia UK.
— This partnership is another example of how we are pushing the Lumia brand in new innovative ways, with a human approach across multiple platforms.