BlackBerry Bold

Objective: devise a strategy to catalyze word of mouth buzz amongst cultural innovators and generate fast breaking press.

Strategy: a bi-coastal event executed 2 days apart — NY and LA. Gift the device to guests upon arrival to ensure the event experience and dialogue revolved around the device. Layered in exclusive content-driven experiences that educated guests on key features and functionalities in an organic and playful way.

Results: KILLED IT! Oh and the BOLD became the best-selling BlackBerry device — ever.