Blackberry introduced their first ‘experience store’ in Europe at Phones 4 U Tottenham Court Rd, and Blazinstar Experiential designed and activated a visually impactful launch campaign to generate buzz for the BlackBerry Zone.
BlackBerry brand ambassadors invited members of the public to take part in the “Great Mates Competition,” where they had their photos taken in a branded stretch hummer, given instant prints on branded frames, and offered a chance to be featured in the next ad campaign rolled out in 100 Phones 4 U stores. A Tombola competition to win BlackBerry handsets ran in-store, and drove footfall, while branded street dancers, rollerskaters, and cheerleaders created hype and buzz to ‘stop traffic’. Guerrilla pre-activity supported the weekend activity, including clean stencilling and static clings, to raise awareness of the launch to local professionals. The attention-grabbing performances and stunts combined with the interactive photo competition appealed to the target audience of 22-35 year-olds, and made for a very successful launch.
• 550,000 OTS (opportunities to see) • 2 million reach estimated from word-of-mouth Blazinstar’s BlackBerry experiential marketing campaign introduced the BlackBerry Zone with a big bang, and the client was very pleased with the results generated.
Tags:ambientmedia livemarketing brandexperience blackberry blazingstarexperiential