CASE STUDY: Blackberry and Kiss Radio partnership
Provided by Bauer Media
Blackberry and Kiss Radio create interactive multiplatform partnership promoting audience engagement.
What was the Challenge / Background of the Campaign?
Bauer were presented the challenge that BlackBerry (BB) had never committed to any radio activity as part of their campaign strategy before their partnership with Kiss Radio.
What was the Campaign Objective?
Blackberry and Kiss Radio wanted to bring to life the BB brand messages targeting the core 18-24 audience and promoting their key service: BBMessenger (BBM) - a free mobile IM service.
What was the Solution?
Bauer created a truly multiplatform integrated partnership with millions of touchpoints. The partnership was initiated on very 'real' grounds that would knit the brands even
closer together, and integrate BB with the editorial of the station. BB's strategy was to
support 'Emerging Icons' in creative fields (sponsorship of upcoming stars in music, film,
fashion and gaming) - Kiss wanted to create true 'branded content' by reflecting this strategy
and executing the whole the whole partnership with their products at the heart of it all.
What were the Results?
BB are top-of-mind amongst Kiss listeners - spontaneous awareness 73% listeners vs 53%
non-listeners. Listeners show greater affinity with BB - "is a brand for me" 80% (listeners) vs 61% (non-listeners. The Kiss partnership clearly drives the positive perceptions amongst listeners- 86% of Kiss listeners recognise the sponsorship. 61% now say they are more likely to consider a BB as a result of the sponsorship.
What were the Key Learnings of this Campaign?
The truly multiplatform integrated partnership with millions of touchpoints allowed Kiss Radio's audience to engage with the Blackberry handsets and services.