Research In Motion – BlackBerry

In a marketplace that is increasingly becoming more competitive, the mandate was to ensure BlackBerry maintained its front-runner position.

During the last year Starcom MediaVest launched 25 partnership programs that were all Canadian firsts, and led the launch of a national retail program across 11 channels in North America.

The agency layered multiple first-to-market executions including AOL’s Project Devil launch, a site customization to advertise on properties including the New York Times and Globe and Mail, and the first to launch 300x600 ad placements on Sympatico and MSN’s homepages.

In the retail space, online brand stores live permanently within Best Buy and Future Shop online hubs. The immediate success drove scale, and the program was activated across nine additional channels in North America.

A series of brand partnerships included CTV’s eTalk providing exclusive content for TIFF through the BBM platform. On MTV, a BBM group chat widget was replicated online to complement the VMA show, providing a play-by-play of conversations from MTV talent.

Within a year the activity delivered 18 billion+ impressions and 20 million total unique engagements with BlackBerry content.