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.
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.
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
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
29.
30.
31.
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