BlackBerry Smart Moves

About

RIM/BlackBerry wanted to generate awareness and educate the consumer on the benefits of the BlackBerry Storm ‘Sure Type’ and BlackBerry Flip ‘Sure Press’ whilst highlighting the mobility and connectivity features of the devices that were available on promotion via a specific Canadian Mobile Network. The goal was to reduce the audience's fear of technology that had been identified as a barrier when it came to potential consumers interacting with these new devices. The solution was a simple ‘Text To Win’ with a unique twist. Using the tour vehicles as an incentive prize, and a mobile showroom, consumers were prompted to use the BlackBerry devices that were attached to the Smart car’s panels. If they wanted a chance to win the car, they had to use the devices to connect to the ‘make the smart move’ competition entry site. Once the consumer had navigated to the contest entry site using the device’s Sure Type and Sure Press features, they could enter to win the Smart For Two car that stood in front of them. Once the consumer had engaged with the promotion, trained representatives pushed the incentives and benefits of ‘Making a Smart Move’ from their existing mobile carrier to the specific carrier Blackberry was promoting. The tour spanned three months in key Canadian markets and was targeted toward youth orientated events and campuses.