The Lumia launch continues. Yesterday, the Nokia Lumia 800 went on sale on Belgium, and to celebrate that fact, by which we mean to make it known, the Finnish company took to the local transit stations and handed out cupcakes. And you thought that that fad was a US trend.

The Lumia 800 has been well received by critics and consumers alike, garnering rapt reviews, and moving more units than some anticipated. It was recently reported that Nokia has sold “well over 1 million Lumia devices to date.” Sure, that number pales compared to iPhone or Android figures, but for a new set of phones, it’s encouraging.

According to WPCentral, Nokia has much more in the works:

Not only this, but the organisers have planned an “Amazing Moments” contest (much like what we saw in France not so long ago), which will see entrants choosing from five amazing moments offered (or create your own) and explaining the reasons why they made that choice. A panel of judges will then select winners. We’re looking forward to see some more unique marketing from the manufacturer.

This sort of marketing can be effective in raising eyebrows, but rather weak when it comes to opening wallets. However, the company, along with Microsoft, appears to have a broad approach to the promotion of its phones, including per-unit sales bonuses to reps who move them. Still, the cupcakes can’t hurt.

The following video is from the Nokia Belgium Facebook page: