Social and Influencer > Craft

CALENDAR OF TALES

ABBOTT MEAD VICKERS BBDO, London / BLACKBERRY / 2014

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Overview

Credits

Overview

Execution

In August 2013 writer Neil Gaiman published a book unlike any he had written before. In fact, unlike any book written before.

It was a collection of short stories entitled ‘A Calendar of Tales’. The stories were based on a series of twelve questions that Neil tweeted to his followers. The tales themselves then inspired thousands of artistic contributions from people around the world. Neil chose his favourite pieces of art to illustrate the stories in the eventual book.

We documented the entire journey, demonstrating how the BlackBerry 10 helped Neil connect with his fans and complete the project.

Outcome

The videos documenting the project were viewed 6.5 million times and helped to drive 583K visits to the BlackBerry website

The Tweet phase of the project began trending worldwide within 20 minutes with each subsequent hashtag trending either worldwide or in the US.

Over 10000 unique works of art were contributed.

Tracking showed that when people visited the project site, consideration levels for Blackberry increased by 44%.

And not only did we change the way people thought about BlackBerry, we also created a book unlike any other.

Strategy

The new BlackBerry 10 smartphone was a complete step change for BlackBerry. Their phones had always been known for getting stuff done, but we needed to prove that this was a phone for creativity, not just productivity.

As part of The Keep Moving Projects, we put the BlackBerry 10 in the hands of writer Neil Gaiman and challenged him to make something extraordinary. A unique book created in collaboration with his fans.

Neil’s book was a collection of short stories inspired and illustrated by people across the world. Neil reached out via social media and we partnered with creative networks to target our audience and give them a creative role in the book.

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