Nokia' has put a big chunk of cash behind the launch of the Lumia 900, taking over Times Square in New York and hiring an A-list celebrity.
The event, which saw singer Nicki Minaj drafted in as a 'secret guest', featured nine LED displays and 200-foot computer graphics projected over buildings.
The event took more than three weeks to create, and Nokia created a large teaser campaign with a countdown to the show as it seeks to re-launch its brand in the US, with the full light show available to watch on Nokia's Facebook page.
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The event mirrors the efforts of the Finnish firm to show off the Lumia 800 last year, which saw it project a '4D' display on the side of the Millbank Tower in London.
Nokia is pinning its hopes on the Lumia 900, which runs Windows Phone 7.5 and comes with a large 4.3-inch AMOLED screen, to make a splash through its exclusive deal with AT&T.
The Nokia Lumia 900 is set to come to the UK in the coming months, but it's initially been crafted for the US markets thanks to LTE technology on board – and you can check out our early thoughts with our hands on: Nokia Lumia 900 review.