In true BlackBerry style, the brand recognized an element of cool that needed to be utilized and got involved in all things relating to Hip Hop culture. All students with a talent in B-boying, Beatboxing, Spoken Word, Graffiti, Rapping etc were invited to perform on stage at campus activations. Performances were voted on and winners per campus each won a BlackBerry smartphone as well as being invited to perform at the upcoming Masters of Rhythm competition. Talent drew massive crowds, all of which had a great appreciation for the performers’ skills. BlackBerry did well to position themselves as major supporters of the Hip Hop cool culture amongst students.

1. Case Study
BlackBerry
on Campus
2011

2. Try not to
FLIP out
BECAUSE….
THIS IS GONNA BE GR8
BlackBerry on Campus
2011

3. Brand
Ambassadors

5. The Checklist
• Represent the Brand
• Activate
• Showcase the Brand
• BBM #’s
• Online Community #’s

6. Campus Events

7. BlackBerry on Campus

8. BlackBerry Campus Events
• Spoken Word expanded
• Hip Hop +
• Unearthing Talent
• Graffiti Walls
• Masters of Rhythm
• Finalists compete at MOR*
• BlackBerry Giveaways 2 FANS
• AMAZING ACTION
• BA’s launched on campus
*MOR, Masters of Rhythm, The biggest hip-hop competition
features national qualifiers for talent and a grand finale in September
in Johannesburg with a thousands in attendance.

9. Break Dancing

10. BRAND
DEMOCRACY
THE FANS AS
IN
PRODUCTION

12. Record Crowds for BlackBerry
• 7 Campuses campus activations
• 12 Campuses media reach
• 516,376 total campus reach

14. UCT

15. Biggest Recorded Crowds at UJ in 10 Years

18. Campus Marketing Drives
(Over 516,000 students reached)
MXit
Campus Publications

19. BlackBerry doing
things right !
1 in 2 students desire
a BlackBerry as their
next phone
* Source: How 2 Market 2 Students, SA Research
with Unisa, March 2011

20. It’s Easy To
See Why
* Most popular
youth brand –
Generation Next
* Best 3600 Youth
campaign
* Most Desirable
Mobile Brand on
campus

21. In the NEWS
MobileYouth UK
Whitepaper (Click here)

24. Online & Mobile

26. Facebook & Twitter Posts

27. BlackBerry Presents
Masters of Rhythm
2011

28. BlackBerry’s MOR Finals 2011
Thousands in
attendance
Top Talent featured
from regional qualifiers
Competitors from
Johannesburg, Cape
Town, Durban, Port
Elizabeth, Nelspruit, Ki
mberly and a few other
cities

32. Easy to see why:
* Makoya Youth
Award winner 2011
* Most popular youth
brand – Generation
Next
* Best 3600 Youth
campaign 2010
* Most Desirable
Mobile Brand on
campus

33. In BlackBerry’s Words
“Smartphones take a central role in students’ lives
as a social tool and a lifestyle device that keeps them in touch
with everything that matters to them. Our aim was to reflect
that in an integrated multichannel campaign that was
creative, fun and forward-thinking. We are delighted that
this campaign has resonated with students and thank them for
choosing us as the winners of this award. The youth are an
important market for us and we look forward to providing
them with the products that make them part of a connected,
progressive and vibrant world well into the future.”
Rui Brites, Product Director Africa at Research In Motion
(RIM), the company behind the BlackBerry® solution: