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

• Anticipation and build of event through Social Networking Sites- twitter

• VIP Email Invitation

Pre-Event

• VIP BlackBerry wristband

• Atmosphere created though celebrities, live music, and unique experiences

• Documentation and co-creating content through paparazzi and filming

• Memorable BlackBerry and partnered giveaways

Event

• Awareness & recognition (PR aftermath) through articles/blogs

• Blackberry party video stream through social networking sites

• Enhanced presence on social networking site from sharing of photos/video and conversations sparked

Post-Event

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).

Email Invitation

Music Line UpLocal 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.

Olsen vs. LC

Good Charlotte

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 PeopleThe 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).

Shell (model),

Liam (DJ),

Bobby (DJ),

Daniel

Daniel Ibrahim

(One day-

party

entrepreneur)

Sally, Jay Symonds

(socialite), Alice

(model), Mike Walsh

(socialite)

Good Charlotte

Didier (Industries/ David

Jones Lead Model)

Packed to the

Rafters Crew

James Tobin (TV

presenter and actor)

Charlotte

Dawson

(Model and

TV

Presenter)

SponsorsSub 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