BlackBerry were looking for new and innovative ways to grow awareness of the new BlackBerry Messenger (BBM) 5.0 and at the same time grow their Facebook follower base. Seeing a good fit between BBM and the Kiss target demographic, BlackBerry approached Kiss to discuss working together. With Kiss leading the charge on Facebook by having the largest Facebook follower base of any commercial UK radio station, BlackBerry decided Kiss were the perfect fit.
Last Exit were invited to begin discussions on how the Kiss audience could be leveraged to launch the new BBM 5 Messenger and grow BlackBerry’s follower base.
‘Like’ to enter
The first wave of activity centered around driving follower numbers through product giveaways. Last Exit devised a simple ‘like to enter’ mechanic driving traffic from the Kiss website through to a custom tab on the BlackBerry UK Facebook page. Users ‘liked’ BlackBerry to answer a question and enter a weekly draw to win a new BlackBerry smartphone. This resulted in an initial wave of followers added to the BlackBerry UK Facebook page.
Maintain and engage
To further boost numbers and maintain the new follower base, Last Exit evolved the Kiss tab on the BlackBerry page into a ‘destination hub’ for BlackBerry users. The hub consolidated an array of existing BlackBerry tools and functionality, (including:
- The ability to join a private group of 300 people and chat with the Kiss Breakfast Team
- Creating BlackBerry wallpapers from Facebook photos
- BlackBerry ‘app of the week’
- Phone tips and tricks
- A ringtone generator
This added value proved popular with both new and existing fans and resulted in a second wave of follower numbers for BlackBerry UK.
Wanting to blur the boundaries between advertising and entertainment, we next devised an innovative mechanic to help promote the new BlackBerry Music Gateway system. By connecting with the ‘Kiss Konnect’ Facebook application on the Kiss website, a users’ profile information could populate sponsorship areas on the Kiss homepage. In this instance, users ‘became’ the fourth member of the Kiss Breakfast team and had to creatively position their profile picture inside a variety of pre-designed backgrounds. Images were saved out onto the BlackBerry Facebook gallery and the most creative execution won the Gateway music system.
The implementation of Kiss Konnect now allows Kiss to re-use this application with future advertisers, with users not needing to ‘re-accept’ the application. This has paved the way for a new interactive and engaging channel to connect advertisers with users in a truly personal manner.
The main campaign ran for a 6 month period with the following results:
- Over 9,000 additional fans to the BlackBerry UK fan
- Nearly 16,000 competition entries
- A new personalised advertising channel created for future Kiss advertisers
In addition the activity won The Arqiva Commercial Radio Best Branded Content award 2011.
We continue to work with Kiss and BlackBerry to explore new opportunities together.