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In true BlackBerry style, the brand recognized an element of cool that needed to be utilized and got involved in all things relating to Hip Hop culture. All students with a talent in B-boying, Beatboxing, Spoken Word, Graffiti, Rapping etc were invited to perform on stage at campus activations. Performances were voted on and winners per campus each won a BlackBerry smartphone as well as being invited to perform at the upcoming Masters of Rhythm competition. Talent drew massive crowds, all of which had a great appreciation for the performers’ skills. BlackBerry did well to position themselves as major supporters of the Hip Hop cool culture amongst students.
Citation preview
2011
Case StudyBlackBerryon Campus
Try not to
FLIP out
BECAUSE….
THIS IS GONNA BE GR8
BlackBerry on Campus 2011
Brand Ambassadors
The Checklist• Represent the Brand• Activate• Showcase the Brand• BBM #’s• Online Community #’s
Campus Events
BlackBerry on Campus
*MOR, Masters of Rhythm, The biggest hip-hop competition features national qualifiers for talent and a grand finale in September in Johannesburg with a thousands in attendance.
BlackBerry Campus Events
• Spoken Word expanded• Hip Hop +• Unearthing Talent• Graffiti Walls• Masters of Rhythm • Finalists compete at MOR*• BlackBerry Giveaways 2 FANS• AMAZING ACTION• BA’s launched on campus
Spoken WordSlam PoetryHip HopBeat BoxingBreak DancingGraffiti
BRAND DEMOCRACY
THE FANS AS PARTNERS IN PRODUCTION
Record Crowds for BlackBerry • 7 Campuses campus activations • 12 Campuses media reach• 516,376 total campus reach
UCT
Biggest Recorded Crowds at UJ in 10 Years
Walking & Talking
Branding
Campus Marketing Drives(Over 516,000 students reached)
12 CampusesPosters
Res Door HangersOnline Banners
Mobi Banners
MXit
SMS
Illuminated
Notice Boards
Table Tops
Campus Radio
Campus Publications
BlackBerry doing things right !
1 in 2 students desire
a BlackBerry as their next phone
* Source: How 2 Market 2 Students, SA Research with Unisa, March 2011
It’s Easy To See Why* Most popular youth brand – Generation Next
* Best 3600 Youth campaign
* Most Desirable Mobile Brand on campus
BlackBerry uber alles for SA youth
In the NEWS
Click for full articleMobileYouth UKWhitepaper (Click here)
Click for full article – BlackBerry is officially SA’s
best youth brandClick for research
highlights
BA Activations
21 Events
Online & Mobile
Facebook & Twitter Posts
BlackBerry PresentsMasters of Rhythm
2011
BlackBerry’s MOR Finals 2011Thousands in attendance
Top Talent featured from regional qualifiers
Competitors from Johannesburg, Cape Town, Durban, Port Elizabeth, Nelspruit, Kimberly and a few other cities
Easy to see why:* Makoya Youth Award winner 2011
* Most popular youth brand – Generation Next
* Best 3600 Youth campaign 2010
* Most Desirable Mobile Brand on campus
In BlackBerry’s Words
“Smartphones take a central role in students’ lives as a social tool and a lifestyle device that keeps them in touch with everything that matters to them. Our aim was to reflect that in an integrated multichannel campaign that was creative, fun and forward-thinking. We are delighted that this campaign has resonated with students and thank them for choosing us as the winners of this award. The youth are an important market for us and we look forward to providing them with the products that make them part of a connected, progressive and vibrant world well into the future.”
Rui Brites, Product Director Africa at Research In Motion (RIM), the company behind the BlackBerry® solution:
“Let’s Kick IT – THANKS BlackBerry”
