{    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....
First site in EMEA is born – 10 years ago in Q4 2001                                                       5
The EMEA Map
Social Media Communities
What did you do today?             44 worldwide websites   11        websites               5 tier 2 websites     12 dedic...
Q3 Performance                   16.8m visitors               Best ever fan growth                                        ...
Consumers
Integration
February 16, 2012   19BUSINESS CHALLENGEHow to support sales by boosting brand awareness andengagement in the key buying p...
APPROACH
A. Offers promotion
A. BlackBerry.co.uk – offers pages           All offers verified & updated daily
B. The campaign approach
B. The campaign approach
February 16, 2012       25Plus 5 Facebook                  -   Facebook competition                      hub              ...
February 16, 2012   26Youtube Takeover – Youtube.com/BlackBerryUK
February 16, 2012   27Email to UK base
February 16, 2012   28Spotify          • Radio Ad served to            non-premium            listeners          • Banner ...
February 16, 2012   29Last.FM
February 16, 2012   30Kiss 100
February 16, 2012   32Banners
February 16, 2012   33High Street RetailPhase II includes a retail presence for the campaign so we getawareness on the hig...
{    Digital Marketing – Walking the Walk    January 2012    Stephen O’Brien, Head of Digital
January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry
January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry
January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry
January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry
January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry
January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry
January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry
January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry
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January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry

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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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January 2012 Digital Berkshire - Walking the Walk - Digital Marketing at BlackBerry

  1. 1. { Digital Marketing – Walking the Walk January 2012 Stephen O’Brien, Head of Digital
  2. 2. Agenda- BlackBerry Digital Marketing- Consumers- Integrated campaigning in 2012- More wine….
  3. 3. BlackBerry
  4. 4. A statement of intent....
  5. 5. First site in EMEA is born – 10 years ago in Q4 2001 5
  6. 6. The EMEA Map
  7. 7. Social Media Communities
  8. 8. What did you do today? 44 worldwide websites 11 websites 5 tier 2 websites 12 dedicated And in 12 different languages 27 sites (tier 1 & 2)
  9. 9. Q3 Performance 16.8m visitors Best ever fan growth in Social Media 1.1m YouTube video views 646 site 2.8M social 4m visitors to updates MADE fans mobile sites 27 social media communities PlayBook launch completed Zero to 500,000 fans from in 28 countries launch on Tuenti 1.3m Partner Referrals
  10. 10. Consumers
  11. 11. Integration
  12. 12. February 16, 2012 19BUSINESS CHALLENGEHow to support sales by boosting brand awareness andengagement 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
  13. 13. APPROACH
  14. 14. A. Offers promotion
  15. 15. A. BlackBerry.co.uk – offers pages All offers verified & updated daily
  16. 16. B. The campaign approach
  17. 17. B. The campaign approach
  18. 18. February 16, 2012 25Plus 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
  19. 19. February 16, 2012 26Youtube Takeover – Youtube.com/BlackBerryUK
  20. 20. February 16, 2012 27Email to UK base
  21. 21. February 16, 2012 28Spotify • 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)
  22. 22. February 16, 2012 29Last.FM
  23. 23. February 16, 2012 30Kiss 100
  24. 24. February 16, 2012 32Banners
  25. 25. February 16, 2012 33High Street RetailPhase II includes a retail presence for the campaign so we getawareness on the high street and at Point of Sale – this mayinvolved 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, liveTwitter wall, live updates to all social channels for maximum reach-
  26. 26. { Digital Marketing – Walking the Walk January 2012 Stephen O’Brien, Head of Digital

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