The Blackberry Curve launch event took place on October 27, 2009, in Sydney, celebrating the new smartphone with 600 VIP guests, including celebrities and socialites. Key messages focused on enhancing social networking through unique phone features and music connection via the GetMusic app. The event featured live performances, interactive phone demonstrations, and engaging activities, successfully promoting the device's brand image and lifestyle appeal.

1. BlackBerry Curve
Launch
Case Study
By Sally Hrouda
Wednesday 28 October 2009

2. 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.

3. 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.

4. 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

5. 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).

6. 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

7. 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.

8. 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

9. 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