© 2012 MCI. All Rights Reserved.

Make Friends with BlackBerry®

© 2012 MCI. All Rights Reserved.

Use BBM™ at concerts to reward BlackBerry® users, and acquire new fans.

© 2012 MCI. All Rights Reserved.

SITUATIONResearch In Motion, maker of the

BlackBerry® smartphone, identified

its Instant Messaging app,

BlackBerry® MessengerTM (BBMTM),

as a key contributor to the buying

decision for BlackBerry smartphones.

BBM is also a major reason why

customers stay with BlackBerry

during the device switch/upgrade

phase (i.e., end of contract).

OBjecTIveOur objective was to increase the visibility and

desirability of BBM as a social media channel in

order to retain and delight existing BlackBerry

owners and acquire net new customers.

SOlUTIONOur approach was based on a deep understanding of the enthusiasm youth have for messaging services and music festivals. BBM users collect in large numbers for concerts coast-to-coast, especially in summer. Our program, "Make Friends with BlackBerry," was designed to provide a unique, intimate experience for BBM users—in their environment, right at their fingertips.

Done in real time, in a way that demonstrated product truth, we deployed engagement marketing strategies at concerts across the country and used digitally savvy, BlackBerry-toting Brand Ambassadors, along with interactive signage, to promote onsite offers. How? By connecting over BBM, of course.

After scanning BBM bar codes on signage, or on the reps’ devices themselves, simple BBM conversations led to benefits such as sitting side-stage, meeting the band, cold water bottles, post-concert content, exclusive access and more.

© 2012 MCI. All Rights Reserved.

Make friendswith us.

© 2012 MCI. All Rights Reserved.

Our strategy centred on using BlackBerry loyalists to conquest friends within their communities and personally endorse BBM. We were able to turn BBM users into heroes among their immediate friends by providing a series of exclusive, concert-enriching benefits. This digital and social approach focused on reaching BlackBerry owners (and potential owners) at the right time, using the right channel, and put the smart use of technology right at the heart of our social CRM strategy.

Make Friends with BlackBerry was an imaginative mobile program that fuelled consideration and eased conversion to retail. At the end of the day, we drove sales and retention by encouraging social sharing and first-hand personal endorsement, and by generating positive opinions online through Facebook, Twitter and the BlackBerry Blog.

The Make Friends with BlackBerry program is a strong demonstration of Maritz’ ability to leverage mobile technology and social media to deepen customer engagements and convert interactions to sales.

SIGN-OFF Okayas Is

NewPrOOf

Client:

PM:

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PRODUCTION SPECIFICATIONS

Project #: 33351 Date: 07/29/2010 CD: sC Pr: Ma BLACK

Client: rIM size: 5 × 5 aD: MM PD: Dw CYAN

Project: MfB - rogers Bayfest Bleeds: 0.25 GD: Jimr PM: xxx MAGENTA

Deliverable: retail Bounce Card fonts: Blackberry Love YELLOW

File Name: 33351_RIM_MFB Generic Retail_Bounce_Card Ev1.indd Version: 1 Language: english

The fonts/images and related software included with the attached electronic mechanical are owned and/or licensed by Maritz Canada Inc. They are provided to you as part of our job order for your services, and are to be used only for the execution and the completion of this job order. You are authorized to use the fonts provided by Maritz Canada Inc. in the execution of the job order, provided that any and all copies of the Maritz Canada Inc. fonts shall be deleted from your systems and destroyed upon completion of this job order. You warrant and represent that you have secured the necessary licenses for the use of Maritz Canada Inc. Licensed fonts in order to execute our job order and will abide by the terms thereof.

Maritz Canada Inc. – 6900 Maritz Drive, Mississauga, Ontario L5w 1L8 SLUG DV8 • Jul 3/09

What’chawhat’cha

what’cha want.

©2010 Research In Motion Limited. All rights reserved. BlackBerry®, RIM®, Research In Motion®, SureType®, SurePress™ and related trademarks, names and logos are the property of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world. All other trademarks are the property of their respective owners.

33351_RIM_MFB Generic Retail_Bounce_Card Ev1.indd 1 7/29/10 11:46:21 AM

© 2012 McI. All Rights Reserved.

ReSUlTSThe success of this program is a demonstration of Maritz’ ability to drive direct customer dialogue with measurable results. Program results exceeded target expectations by 27%. A summary of key indicators below shows more specific metrics used in this program for various points of measurement:

• Over 25 million electronic impressions through BlackBerry-sponsored event promotion adorned with a BBM barcode

• More than 6.5 million real-world out-of-home (OOH) impressions (Transit Support Ads, wildpostings, urban weekly print, etc.) through program advertisements and sponsored-event promotional collateral

• Exposure to approximately 713,000 live music fans in attendance at formally sponsored events (not including individual Black Eyed Peas Tour shows)

• We introduced the brand to over 101,000 consumers via live intercepts that included product demonstrations—not blind bulk collateral dumps—to open consumer hands

• Roughly 20% of our intercepts entered the contest (unique entries) and converted to 1:1 BBM friendships and non-BlackBerry visits to the mobile site

• 17% of this consideration group stated intention to purchase (coupon uptake)

• 6,909 new BBM friendships were made

• 3-5% retail lift was realized in the markets and time frame the program was active

• Over 3,400 distinct, individual conversations were initiated via online social networks (i.e., tweets, blog comments—Crackberry and BlackBerry, Facebook likes) during the program time frame

© 2012 McI. All Rights Reserved.

© 2012 MCI. All Rights Reserved.

About Maritz Canada Inc.Maritz Canada Inc., based in Toronto, ON, specializes in true loyaltysm marketing through the design and delivery of Loyalty, Engagement Marketing and Customer Experience solutions. By understanding, enabling and motivating our clients’ employees, channel partners, customers and consumers, Maritz Canada drives business performances for its clients through the integration of Loyalty, Learning, Insights & Analytics, Research, Creative, Event, Incentives and Digital disciplines. Maritz Canada Inc. has been operating in Canada since 1980 with over 400 employees and is wholly owned by Maritz Inc., which is based in St. Louis, Missouri.

8/12© 2012 Research In Motion Limited. All rights reserved. BlackBerry®, RIM®, Research In Motion® and related trademarks,

names and logos are the property of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world.