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The inaugural Digital Berkshire event kicked off with a fascinating presentation from Director of Digital for BlackBerry, Stephen O'Brien. "Businesses are investing heavily in online channels. Consumers are changing how they interact with businesses, with each other and with marketing messages. Somewhere these two fundamental changes need to meet, to work together, to deliver value to consumers and sales to businesses. Traditional marketing has a long way to go, but the big opportunity is how we find a voice for our businesses in a sea of consumer interaction. Let’s explore what is happening, how BlackBerry has taken on the challenge and how we will all deliver for our companies…."
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Digital Marketing – Walking the Walk January 2012
Stephen O’Brien, Head of Digital
Agenda
- BlackBerry Digital Marketing
- Consumers
- Integrated campaigning in 2012
- More wine….
BlackBerry
A statement of intent....
5
First site in EMEA is born – 10 years ago in Q4 2001
The EMEA Map
Social Media Communities
What did you do today?
11 websites
5 tier 2 websites
27 sites
12 dedicated
And in 12 different
languages (tier 1 & 2)
44 worldwide websites
16.8m visitors
4m visitors to
mobile sites
1.3m Partner Referrals
Zero to 500,000 fans from
launch on Tuenti
PlayBook launch completed
in 28 countries
646 site updates MADE
Best ever fan growth in Social Media
2.8M social fans
1.1m YouTube video views
27 social media communities
Q3 Performance
Consumers
Integration
19 February 16, 2012
BUSINESS CHALLENGE
How to support sales by boosting brand awareness and
engagement in the key buying period before Christmas 2011
- Channel promotions are already in place
- Above The Line advertising is already booked and locked
- Ideally the campaign will have some longevity into Jan/Feb
APPROACH
A. Offers promotion
A. BlackBerry.co.uk – offers pages
All offers verified & updated daily
B. The campaign approach
B. The campaign approach
25 February 16, 2012
Plus 5 Facebook
- Facebook competition
hub
- Content to engage
and promote
- Extend hub to include
videos and artist
content – as details
emerge about the
event, leverage
content for longevity
- Mobile channel to
launch Feb 1st
26 February 16, 2012
Youtube Takeover – Youtube.com/BlackBerryUK
27 February 16, 2012
Email to UK base
28 February 16, 2012
Spotify • Radio Ad served to
non-premium
listeners
• Banner ads with
full screen
takeover and
lightbox to stream
video
• Two radio adverts
produced – 1
without artists’
names
1 with (for usage
post contracts)
29 February 16, 2012
Last.FM
30 February 16, 2012
Kiss 100
32 February 16, 2012
Banners
33 February 16, 2012
High Street Retail
Phase II includes a retail presence for the campaign so we get
awareness on the high street and at Point of Sale – this may
involved additional ticket promos.
So our integrated campaign includes:
- Dedicated website presence and promotion
- Social Community reach across Facebook, Twitter and YouTube
- Viral Video to drive awareness viewable at many points
- Paid media across the web incl. FB
- Paid Editorial on Radio
- Sponsorship on Music Sites
- Physical Event with heavy branding, video creation, photos, live
Twitter wall, live updates to all social channels for maximum reach
-
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Digital Marketing – Walking the Walk January 2012
Stephen O’Brien, Head of Digital
