Farfar's Nokia account manager Mårten Forslund gave us the lowdown on the campaign's addition by subtraction as well as the crazy avenues bloggers have travelled to get to the bottom of the story:
"The reason for the mystery? I think that question in a way is self-explanatory—everyone loves a good mystery. If that wasn't an idiom earlier I would say this campaign acts as a final proof of the validity of such a statement. Bloggers run on information, that's the currency they trade with, the fuel they run on. We have a bunch of empowered people in our audience out there, who spend their days trying to find the next big thing and reveal the next gadget. Once a piece of the puzzle is missing and there's an information deficit, everyone rush there to try and fill it...the reasoning, from a publisher's perspective, is simple really—if there's a missing piece, there's a possible scoop hidden in there. Hence, we managed to strike up conversation and get the blogosphere intrigued by taking away information rather than adding. In this particular case that conversation was about a device that wasn't launched yet, that had no specs and no photos.
"It's been a blast following the word of mouth that came out of the the campaign actually. Some bloggers found a piece of code that said NoSoupForYou in the source file. That was a piece of code our programmer added since he was tired of using the old classic NoFlash code to direct people without Flash to a HTML-site. But the bloggers thought it was a clue and immediately connected it to the Soup Nazi from Seinfeld. So they started watching Seinfeld episodes to reveal the mystery and got all tangled up in our references to "the next episode" that appeared on the campaign site. It got even funnier when they found out that the name of the Seinfeld episode following the one where the Soup Nazi appear for the first time is called "The Secret Code." That's how conspiracy theories take off I guess. Also, it clearly shows the obvious—we can never beat the stories that just happen in real life."