Maritz Canada Marquee Case Study - Making Friends with BlackBerry

1. Make Friends with BlackBerry®
© 2012 MCI. All Rights Reserved.

2. Use BBM ™
at concerts
to reward
BlackBerry ®
users, and
acquire new fans.
© 2012 MCI. All Rights Reserved.

3. SITUATION
Research In Motion, maker of the
BlackBerry® smartphone, identified
its Instant Messaging app,
BlackBerry® MessengerTM (BBMTM),
as a key contributor to the buying
decision for BlackBerry smartphones.
BBM is also a major reason why
customers stay with BlackBerry
during the device switch/upgrade
phase (i.e., end of contract).
Objective
Our objective was to increase the visibility and
desirability of BBM as a social media channel in
order to retain and delight existing BlackBerry
owners and acquire net new customers.
© 2012 MCI. All Rights Reserved.

4. Solution
Our approach was based on a deep
understanding of the enthusiasm youth
have for messaging services and music
festivals. BBM users collect in large numbers
for concerts coast-to-coast, especially in
summer. Our program, "Make Friends with
BlackBerry," was designed to provide a unique,
intimate experience for BBM users—in their
Make
environment, right at their fingertips.
Done in real time, in a way that demonstrated friends
with us.
product truth, we deployed engagement
marketing strategies at concerts across the
country and used digitally savvy, BlackBerry-
toting Brand Ambassadors, along with
interactive signage, to promote onsite offers.
How? By connecting over BBM, of course.
After scanning BBM bar codes on signage, or
on the reps’ devices themselves, simple BBM
conversations led to benefits such as sitting
side-stage, meeting the band, cold water
bottles, post-concert content, exclusive access
and more.
© 2012 MCI. All Rights Reserved.

5. Our strategy centred on using BlackBerry loyalists
to conquest friends within their communities and
personally endorse BBM. We were able to turn
BBM users into heroes among their immediate
friends by providing a series of exclusive, concert-
enriching benefits. This digital and social approach
focused on reaching BlackBerry owners (and
potential owners) at the right time, using the right
channel, and put the smart use of technology right
What’cha
at the heart of our social CRM strategy.
Make Friends with BlackBerry was an imaginative
what’cha
mobile program that fuelled consideration and
eased conversion to retail. At the end of the day,
what’cha want.
we drove sales and retention by encouraging social
sharing and first-hand personal endorsement,
and by generating positive opinions online through
Facebook, Twitter and the BlackBerry Blog.
The Make Friends with BlackBerry program is a
strong demonstration of Maritz’ ability to leverage
mobile technology and social media to deepen
customer engagements and convert interactions ©2010 Research In Motion Limited. All rights reserved. BlackBerry®, RIM®, Research In Motion®, SureType®, SurePress™ and related trademarks, names and logos are the property
of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world. All other trademarks are the property of their respective owners.
to sales.
33351_RIM_MFB Generic Retail_Bounce_Card Ev1.indd 1 7/29/10 11:46:21 AM
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PRODUCTION SPECIFICATIONS SIGN-OFF as Is PrOOf
Project #: 33351 Date: 07/29/2010 CD: sC Pr: Ma BLACK Client:
Client: rIM size: 5×5 aD: MM PD: Dw CYAN
Project: MfB - rogers Bayfest Bleeds: 0.25 GD: Jimr PM: xxx MAGENTA PM:
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The fonts/images and related software included with the attached electronic mechanical are owned and/or licensed by Maritz Canada Inc. They are provided to you as part of our job order PD:
for your services, and are to be used only for the execution and the completion of this job order. You are authorized to use the fonts provided by Maritz Canada Inc. in the execution of the
job order, provided that any and all copies of the Maritz Canada Inc. fonts shall be deleted from your systems and destroyed upon completion of this job order. You warrant and represent
that you have secured the necessary licenses for the use of Maritz Canada Inc. Licensed fonts in order to execute our job order and will abide by the terms thereof.
Pr:
Maritz Canada Inc. – 6900 Maritz Drive, Mississauga, Ontario L5w 1L8 SLUG DV8 • Jul 3/09
© 2012 MCI. All Rights Reserved.

6. © 2012 MCI. All Rights Reserved.

7. Results
The success of this program is a demonstration of Maritz’
ability to drive direct customer dialogue with measurable • e introduced the brand to over 101,000 consumers via live
W
results. Program results exceeded target expectations intercepts that included product demonstrations—not blind
by 27%. A summary of key indicators below shows more bulk collateral dumps—to open consumer hands
specific metrics used in this program for various points • oughly 20% of our intercepts entered the contest
R
of measurement: (unique entries) and converted to 1:1 BBM friendships and
non-BlackBerry visits to the mobile site
• ver 25 million electronic impressions through BlackBerry-
O
sponsored event promotion adorned with a BBM barcode • 7% of this consideration group stated intention to purchase
1
(coupon uptake)
• ore than 6.5 million real-world out-of-home (OOH) impressions
M
(Transit Support Ads, wildpostings, urban weekly print, etc.) • 6,909 new BBM friendships were made
through program advertisements and sponsored-event • -5% retail lift was realized in the markets and time frame the
3
promotional collateral program was active
• xposure to approximately 713,000 live music fans in
E • Over 3,400 distinct, individual conversations were initiated via
attendance at formally sponsored events (not including online social networks (i.e., tweets, blog comments—Crackberry
individual Black Eyed Peas Tour shows) and BlackBerry, Facebook likes) during the program time frame
© 2012 MCI. All Rights Reserved.

8. About Maritz Canada Inc.
Maritz Canada Inc., based in Toronto, ON, specializes in true loyaltysm
marketing through the design and delivery of Loyalty, Engagement
Marketing and Customer Experience solutions. By understanding,
enabling and motivating our clients’ employees, channel partners,
customers and consumers, Maritz Canada drives business performances
for its clients through the integration of Loyalty, Learning, Insights
Analytics, Research, Creative, Event, Incentives and Digital disciplines.
Maritz Canada Inc. has been operating in Canada since 1980 with over
400 employees and is wholly owned by Maritz Inc., which is based
in St. Louis, Missouri.
8/12
© 2012 Research In Motion Limited. All rights reserved. BlackBerry®, RIM®, Research In Motion® and related trademarks,
© 2012 MCI. All Rights Reserved. names and logos are the property of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world.