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.
Brief: 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.
Response: • 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.