Blackjack worked alongside Iris Experience on the nationwide campaign for Sony Ericsson. The idea behind the campaign was to encourage people to interact with a new range of handsets and buy or upgrade through the nearest Orange store. This activity focused on the X10 Mini model and was part funded by Orange, who were partnered with the new A-Team movie

The experiential activity travelled to 6 shopping centres all over the UK across 2 weeks, to showcase the key features of the X10 Mini in a fun way. Our staff carried out demonstrations and encouraged consumers to interact. They also managed the photo wall opportunity and the distribution of collateral. The campaign coincided with press & TV advertising

Blackjack managed all staff teams as well as vehicle logistics, staff accommodation and the set up of the production/kit at each location. We provided a core team of Event Managers, as well as local staff for the locations, all of whom were trained in the products and mechanics of the promotion. The staff recruited were chosen for their previous promotional experience with similar brands. All were confident in demonstrating the various functions of the handset, in capturing the attention of the public and were technologically savvy

We used 3 teams of brand ambassadors and covered key shopping destinations in 9 cities over the two weeks. In total, our staff distributed over 15,500 units of collateral, achieved 7,500 quality interactions and 6,790 photos were taken on the set by our staff

Partnering with the movie the A-Team gave a real opportunity to have some fun with the product launch. Using a nice 'draw' to the stand meant we could capture a wide ranging audience and get some high quality interactions with the brand. Key to the success of the campaign was the close proximity to an orange store. The promotion served as a driver to store and ultimately higher sales of that phone over the period we were demonstrating.