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Digital Marketing – Walking the Walk January 2012

Stephen O’Brien, Head of Digital

Agenda

- BlackBerry Digital Marketing

- Consumers

- Integrated campaigning in 2012

- More wine….

BlackBerry

A statement of intent....

5

First site in EMEA is born – 10 years ago in Q4 2001

The EMEA Map

Social Media Communities

What did you do today?

11 websites

5 tier 2 websites

27 sites

12 dedicated

And in 12 different

languages (tier 1 & 2)

44 worldwide websites

16.8m visitors

4m visitors to

mobile sites

1.3m Partner Referrals

Zero to 500,000 fans from

launch on Tuenti

PlayBook launch completed

in 28 countries

646 site updates MADE

Best ever fan growth in Social Media

2.8M social fans

1.1m YouTube video views

27 social media communities

Q3 Performance

Consumers

Integration

19 February 16, 2012

BUSINESS CHALLENGE

How to support sales by boosting brand awareness and

engagement in the key buying period before Christmas 2011

- Channel promotions are already in place

- Above The Line advertising is already booked and locked

- Ideally the campaign will have some longevity into Jan/Feb

APPROACH

A. Offers promotion

A. BlackBerry.co.uk – offers pages

All offers verified & updated daily

B. The campaign approach

B. The campaign approach

25 February 16, 2012

Plus 5 Facebook

- Facebook competition

hub

- Content to engage

and promote

- Extend hub to include

videos and artist

content – as details

emerge about the

event, leverage

content for longevity

- Mobile channel to

launch Feb 1st

26 February 16, 2012

Youtube Takeover – Youtube.com/BlackBerryUK

27 February 16, 2012

Email to UK base

28 February 16, 2012

Spotify • Radio Ad served to

non-premium

listeners

• Banner ads with

full screen

takeover and

lightbox to stream

video

• Two radio adverts

produced – 1

without artists’

names

1 with (for usage

post contracts)

29 February 16, 2012

Last.FM

30 February 16, 2012

Kiss 100

32 February 16, 2012

Banners

33 February 16, 2012

High Street Retail

Phase II includes a retail presence for the campaign so we get

awareness on the high street and at Point of Sale – this may

involved additional ticket promos.

So our integrated campaign includes:

- Dedicated website presence and promotion

- Social Community reach across Facebook, Twitter and YouTube

- Viral Video to drive awareness viewable at many points

- Paid media across the web incl. FB

- Paid Editorial on Radio

- Sponsorship on Music Sites

- Physical Event with heavy branding, video creation, photos, live

Twitter wall, live updates to all social channels for maximum reach

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Digital Marketing – Walking the Walk January 2012

Stephen O’Brien, Head of Digital