BlackBerry 2011

In Case Studies

In true BlackBerry style, the brand recognized an element of cool that needed to be utilized and got involved in all things relating to Hip Hop culture. All students with a talent in B-boying, Beatboxing, Spoken Word, Graffiti, Rapping etc were invited to perform on stage at campus activations. Performances were voted on and winners per campus each won a BlackBerry smartphone as well as being invited to perform at the upcoming Masters of Rhythm competition. Talent drew massive crowds, all of which had a great appreciation for the performers’ skills. BlackBerry did well to position themselves as major supporters of the Hip Hop cool culture amongst students.