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.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k18 - 24 year olds, male and female.
16 - 24Both
ABC1
Students
RADIO / NATIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearENGAGEMENTBRANDED CONTENT / RADIO
Many more ideas on GetMeMedia.com   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service
      

Search for Ideas

      
            

Age

            
select
            

Gender

            
select
            

Media Route

            
select
            

Marketing Route

            
select
            Full Search Options       
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service