Black Berry Curve Launch Case Study
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Black Berry Curve Launch Case Study



This week I attended the launch for BlackBerry Curve in Sydney. It was an amazing party and provided many insights into the perfect recipe for how brands can connect with thier target audience.

This week I attended the launch for BlackBerry Curve in Sydney. It was an amazing party and provided many insights into the perfect recipe for how brands can connect with thier target audience.



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Black Berry Curve Launch Case Study Black Berry Curve Launch Case Study Presentation Transcript

  • BlackBerry Curve Launch Case Study By Sally Hrouda Wednesday 28 October 2009
  • What Was Going On? Background To celebrate the launch of the New BlackBerry Curve last night (Tuesday 27 October) Blackberry held an ultra cool party for 600 VIP guests (last of 3- Melb, Gold Coast, Syd). It was held down at “Simmer on the Bay”, in the Rocks, Sydney. The Event There was a culmination of celebrities, Sydney socialites, alcohol and canapés flowing, underground local DJs, international music acts, phone demonstrations and participatory spaces that occurred within the branded interior, bringing alive Blackberry’s image and lifestyle associated with the brand.
  • Key Messages Overall Positioning: “ Your Social Lifeline” The BlackBerry Curve, is the tool to connect individuals to their social lives. 2 informative messages weaved into the event: 1) BlackBerry Enhances Social Networking This is supported by phone features: •The newest app is built specifically to enhance Facebook use •Instant messaging using window Live Messenger, Goggle Talk, Yahoo Messenger, AOL, instant Messenger or ICQ apps built specifically for Blackberry smartphones •BlackBerry Messenger is a free msg service between BlackBerry owners 2) BlackBerry Offers Unique Music Connection – Getmusic App Getmusic is a Blackberry application that allows users to directly link to their favourite music artists to instantly receive live updates on new releases, competitions, tour news and special offers. The information streams straight to owners, as opposed to having to find it.
  • Journey Engagement • Awareness & • VIP BlackBerry recognition (PR wristband aftermath) • Atmosphere through created though articles/blogs • Anticipation and celebrities, live • Blackberry build of event music, and party video through Social unique stream through Pre- Networking experiences Post- social Sites- twitter Event • Documentation networking sites Event and co-creating Event • Enhanced • VIP Email Invitation content through presence on paparazzi and social filming networking site • Memorable from sharing of BlackBerry and photos/video partnered and giveaways conversations sparked
  • Email Invitation An invitation was sent via email, exclusively to 600 individuals. The attachment was to be downloaded, printed and the taken to the event to be scanned on arrival. It outlined the essential information (time, place, and date) and clearly conveyed the two most appealing attractions. Firstly, the launch of the new phone and secondly the appearance of international band, Good Charlotte (Benji & Joel).
  • Music Line Up Local Sydney DJ act, Olsen vs. LC set the scene with a mash up of indie tunes and bongo drums. Then Benji & Joel Madden (Good Charlotte) did a set in the DJ booth, lifting the vibe and giving the event a “ wow “ factor. Those gathered up close to the stage were using their phones to take photos (uploading photos to Facebook) to keep others in the loop. Good Charlotte Olsen vs. LC
  • Spaces and Activities There were two types of spaces “Phone Spaces” and “Fun Spaces” to balance both objectives, being to inform guests about the new phone (influence buying behaviour) and generate talk value and hype amongst correct target audience. Phone Spaces •Live twitter stream screen: prompting people to talk about the party from their phones. •Branded wall screens: evolving phone demonstrations and upbeat imagery. •Phone demonstrations: BlackBerry cool informative representatives to talk with individuals about the special features. Guests were invited to have a play around with the phone. •Informative boards: in depth information on the 2 key messages “Enhancing Social Networking” and “Unique Music Connection- Getmusic App”. Fun Spaces •Photo booth: photo placed on “photo phone wall” for all to see and then for individuals to take home as a branded memory. •Massage huts: free 10 min massages.
  • The People The people made the event a big bang! There was a combination of regular partiers (Sydney siders, club owners, DJs, models) Australian celebrities (actors, TV presenters, designers) and the international music band, Good Charlotte (Benji & Joel). Packed to the Rafters Crew Sally, Jay Symonds James Tobin (TV (socialite), Alice presenter and actor) (model), Mike Walsh (socialite) Didier (Industries/ David Shell (model), Jones Lead Model) Liam (DJ), Bobby (DJ), Daniel Daniel Ibrahim Charlotte (One day- Dawson party (Model and entrepreneur) TV Presenter) Good Charlotte
  • Sponsors Sub Brand Partners Fresh and trendy social media, food and alcohol brands circulated the room. •Facebook •Myspace •twitter •FIJI water •Midori •Frozen Yoghurt Free Gift Bag On departure everyone was given a free gift bag that was filled with yummy and useful goodies. •Blackberry beach towel •Lindt Essence chocolates •Blackberry frisbee •Sun screen lotion •Dermalogica toner •Blackberry key ring •Getmusic Free downloadable track voucher •White Glo toothbrush •Blackberry lip balm