BlackBerry ran a student marketing campaign in 2010 in South Africa that involved training 10 student ambassadors across various national campuses who were social influencers. The ambassadors helped spread awareness of BlackBerry phones on and off campus through social media and with the help of a hip hop artist. After one year, BlackBerry became the most desirable phone for students in South Africa, reaching over 350,000 people. The campaign was awarded best multi-channel campaign at the 2010 Youth Campus Campaign Awards.