The document summarizes a marketing campaign for the launch of Blackberry's new line of men's underwear. The campaign's objective was to generate maximum participation and awareness for the product launch. It created a viral video asking women questions about men's underwear that received over 2.4 million views. On Twitter, it asked people the color of their underwear using #BangOn, which led to 800 people participating and over 60,000 tweets with 62 million impressions and 3.7 million reaches. The campaign was successful in driving awareness and engagement for the new underwear line.

1. #BANGON - Feb 19,2016

2. OBJECTIVE
Blackberrys launched its line of men’s innerwear & the launch of the same had to
be done with a huge wave
The product launch needed to have maximum participation from the audience

3. CAMPAIGN SUMMARY
Idea
To create and promote a funny VOX POP in which women would be asked
questions around men’s underwear
Execution
A VOX POP was made in Delhi where women were asked about men’s underwear.
It was also promoted which achieved more than 2.4 million views. On Twitter, as
part of the quirky campaign that it was, we asked tweeps about the colour of their
underwear, in a contest, leading to 800 participants using #tag- #BangOn

4. RESULTS
#BangOn
Campaign Summary Statistics
No. of tweets 6302
Total Impressions 62,849,112
Total Reach 3,691,596
Contributors 845

5. CAMPAIGN HIGHLIGHTS

6. Thank you!