Brand Experience and Activation > Product & Service
SHAREMAN
NURUN, Paris / BLACKBERRY / 2012
Overview
Credits
Overview
ClientBriefOrObjective
In France, BlackBerry is known for its business phones, but also attracts a younger crowd thanks to the BBM network. As the market is moving more and more to all-touch phones, BlackBerry is launching its first all-touch Phone, the Curve 9380.
The objectives were: - Build awareness of an all-touch offering from BlackBerry among the 15-25 year-old target.- Build a relevant post keyboard-only Blackberry positioning - Generate sell-in to the main operators in France (The main distribution channel)- Drive-to-store and sales.
Effectiveness
More than 8,000 followers on Twitter in less than 3 weeks, 800,000 views on YouTube, and 160,000 new fans on Facebook.Shareman visited 4 cities, and appeared in more than 15 events including concerts, sport games and TV shows.
Implementation
We wanted to show how the new 9380 will make sharing and communicating even easier and faster.
The concept: The 9380 allows you to be faster than anyone, so fast you might end up thinking of yourself as a superhero. The implementation: A real life ‘man hunting’ game using social networks.We created TheShareman, first 9380 owner, an egomaniac hero challenging everyone to try to catch him. He’s cruising around on his fixie bike, giving clues on his location on Twitter. The game is simple: find him, take a picture, be the first to post it and win a phone.
Relevancy
This campaign allowed the target to experience the phone’s abilities, rather than hearing about it: - It mixes game, social networks and real time, allowing us to be engaging and relevant to the target.
- It is a clear demonstration of the product abilities and relevance to 15-25 year-olds’ usages.- It is a fully integrated campaign: outdoor, cinema, street events and social networks linked together.- It builds BlackBerry’s image and relevance among a strategic and demanding target.
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