Devesh Gupta

BlackBerry Z3, Tweet It

The handset manufacturer initiated a digitally integrated OOH campaign to promote the newly launched BlackBerry Z3.

BlackBerry, the handset manufacturer, recently initiated a social media integrated OOH campaign in Mumbai to create excitement around the launch of its new phone Z3. It introduced a campaign, #BeOnBB, on June 20 inviting people to participate and say what urges them to use the BlackBerry messenger.

BlackBerry Z3, Tweet It
BlackBerry Z3, Tweet It
According to the brand, the campaign received over 4,000 tweets and added more than 500 followers to it. It claims that several of its tweets were re-tweeted over 70 times. The six day long campaign presented goodies to the winners each day. The winners of the campaign were featured on the outdoor hoarding installed at a key junction in Mumbai.

For the first six days, only the tweets and the day's winner were displayed, while on June 25, at 3pm, the BlackBerry Z3 cut out was revealed. Speaking about the idea behind the activation, Amar Thomas, country marketing manager, BlackBerry, India, says, "We wanted to create excitement among the people around what was coming from BlackBerry."

The handset manufacturer has positioned the new device as 'For Today's India'. The company says that it is a device that lasts longer and can prioritise work for the user. The BlackBerry Z3 has a 2,500 mhA battery and uses priority hubs to make the latter happen. BlackBerry will also be running a 45-day campaign starting July 7, where it will be putting out the features of the phone across the billboard units in a catchy communication.

The campaign will be run across Mumbai, Delhi and Bangalore with approximately 10 hoardings per city in the key traffic areas. It will be supported by social media, print and radio.

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