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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Student Village: BlackBerry on campus case study
- 1. Case Study BlackBerry on Campus 2011
- 2. Try not to FLIP out BECAUSE…. THIS IS GONNA BE GR8 BlackBerry on Campus 2011
- 5. The Checklist • Represent the Brand • Activate • Showcase the Brand • BBM #’s • Online Community #’s
- 8. 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 competition features national qualifiers for talent and a grand finale in September in Johannesburg with a thousands in attendance.
- 10. BRAND DEMOCRACY THE FANS AS IN PRODUCTION
- 12. Record Crowds for BlackBerry • 7 Campuses campus activations • 12 Campuses media reach • 516,376 total campus reach
- 14. UCT
- 15. Biggest Recorded Crowds at UJ in 10 Years
- 18. Campus Marketing Drives (Over 516,000 students reached) MXit Campus Publications
- 19. BlackBerry doing things right ! 1 in 2 students desire a BlackBerry as their next phone * Source: How 2 Market 2 Students, SA Research with Unisa, March 2011
- 20. It’s Easy To See Why * Most popular youth brand – Generation Next * Best 3600 Youth campaign * Most Desirable Mobile Brand on campus
- 21. In the NEWS MobileYouth UK Whitepaper (Click here)
- 24. Online & Mobile
- 26. Facebook & Twitter Posts
- 27. BlackBerry Presents Masters of Rhythm 2011
- 28. BlackBerry’s MOR Finals 2011 Thousands in attendance Top Talent featured from regional qualifiers Competitors from Johannesburg, Cape Town, Durban, Port Elizabeth, Nelspruit, Ki mberly and a few other cities
- 32. Easy to see why: * Makoya Youth Award winner 2011 * Most popular youth brand – Generation Next * Best 3600 Youth campaign 2010 * Most Desirable Mobile Brand on campus
- 33. In BlackBerry’s Words “Smartphones take a central role in students’ lives as a social tool and a lifestyle device that keeps them in touch with everything that matters to them. Our aim was to reflect that in an integrated multichannel campaign that was creative, fun and forward-thinking. We are delighted that this campaign has resonated with students and thank them for choosing us as the winners of this award. The youth are an important market for us and we look forward to providing them 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:
Editor's Notes
- 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