Student Village: BlackBerry on campus case study


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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.

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  • We set out to find talent but we didn’t realise that the magic of the shows came from the students themselves. And BlackBerry truly found a way to let students across the country EXPRESS themselves
  • MOR Tie-in
  • So far there have been record crowds for BlackBerry…this pic taken at WITS
  • This at TUT
  • And this one at UJ
  • And servicing this crowd was the super cool promotional campus BlackBerry teams
  • Making sure the BlackBerry brand stayed in the minds of students long after the promotions
  • And BB must be doing things right
  • BA’s to engage students and influential players within the youth hip hop umbrellaCriteria to grant activation request based on crowd expected, cost, networking opportunity, ability to translate to sales
  • Student Village: BlackBerry on campus case study

    1. 1. Case StudyBlackBerryon Campus 2011
    2. 2. Try not toFLIP outBECAUSE….THIS IS GONNA BE GR8BlackBerry on Campus 2011
    3. 3. BrandAmbassadors
    4. 4. The Checklist• Represent the Brand• Activate• Showcase the Brand• BBM #’s• Online Community #’s
    5. 5. Campus Events
    6. 6. BlackBerry on Campus
    7. 7. 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*MOR, Masters of Rhythm, The biggest hip-hop competitionfeatures national qualifiers for talent and a grand finale in Septemberin Johannesburg with a thousands in attendance.
    8. 8. Break Dancing
    10. 10. Record Crowds for BlackBerry • 7 Campuses campus activations • 12 Campuses media reach • 516,376 total campus reach
    11. 11. UCT
    12. 12. Biggest Recorded Crowds at UJ in 10 Years
    13. 13. Campus Marketing Drives (Over 516,000 students reached)MXit Campus Publications
    14. 14. BlackBerry doingthings right !1 in 2 students desirea BlackBerry as theirnext phone* Source: How 2 Market 2 Students, SA Researchwith Unisa, March 2011
    15. 15. It’s Easy ToSee Why* Most popularyouth brand –Generation Next* Best 3600 Youthcampaign* Most DesirableMobile Brand oncampus
    16. 16. In the NEWSMobileYouth UKWhitepaper (Click here)
    17. 17. Online & Mobile
    18. 18. Facebook & Twitter Posts
    19. 19. BlackBerry PresentsMasters of Rhythm 2011
    20. 20. BlackBerry’s MOR Finals 2011Thousands inattendanceTop Talent featuredfrom regional qualifiersCompetitors fromJohannesburg, CapeTown, Durban, PortElizabeth, Nelspruit, Kimberly and a few othercities
    21. 21. Easy to see why:* Makoya YouthAward winner 2011* Most popular youthbrand – GenerationNext* Best 3600 Youthcampaign 2010* Most DesirableMobile Brand oncampus
    22. 22. In BlackBerry’s Words“Smartphones take a central role in students’ livesas a social tool and a lifestyle device that keeps them in touchwith everything that matters to them. Our aim was to reflectthat in an integrated multichannel campaign that wascreative, fun and forward-thinking. We are delighted thatthis campaign has resonated with students and thank them forchoosing us as the winners of this award. The youth are animportant market for us and we look forward to providingthem 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: