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BLACKBERRY CASE STUDY
CHALLENGE
RIM was looking to increase awareness of the release of the Blackberry PlayBook.
STRATEGY
Young Hollywood sent a team to Austin, TX to cover the SXSW Festival, equipped with the exclusive Blackberry PlayBook. YH integrated the device and the Blackberry messaging into original celebrity co-branded content. YH conducted interviews with several bands, actors, and the fans attending SXSW all creating a genuine reaction to the yet to be released Blackberry PlayBook.
RESULTS
Young Hollywood delivered 33 exclusive segments featuring Blackberry integration and branding on custom SXSW video channels housed on YoungHollywood.com. The campaign received additional impressions via a strong social networking component and a custom 30 minute co-branded SXSW episode of “VIP Access” on Hulu.com. There were also multiple impressions garnered through the Young Hollywood Distribution Network via Yahoo! OMG, Youtube.com, and multiple official and fan celebrity sites.
Result: 35,704,308 Total Impressions