Black­berry tuned to GenX at Mal­har 2013

Outdoor Asia - - ACTIVATION -


Black­berry is tar­get­ing a new set of au­di­ence i. e. Ur­ban Youth for their re­cently launched Smart­phone Black­berry Q5. The brand is thus ex­plor­ing new ini­tia­tives such as on-ground ac­tiv­i­ties to en­tice and en­gage them and has part­nered with Mal­har 2013, the St. Xaviers Col­lege’s fes­ti­val in Mum­bai. The ob­jec­tive of the ac­tiv­ity was to pro­vide Mal­har par­tic­i­pants with a unique ex­pe­ri­ence of Q5 Smart­phone, while en­gag­ing them with ex­cit­ing con­tests and give­aways. The brand’s idea be­hind tar­get­ing youth was to em­power them with the best in mo­bile tech­nol­ogy, so­cial me­dia and com­mu­nity en­gage­ment. The ac­tiv­ity was live for four days dur­ing the fes­ti­val. The ac­ti­va­tion was spread across an elab­o­rate 4 days in Mum­bai. &RPPHQWLQJ RQ WKH HYHQW, AVKLVK GXSWa, DLUHFWRU, Mar­ket­ing, Black­Berry, In­dia said, “Both Mal­har and Black­Berry have a key at­tribute in com­mon i.e. they are both cult brands. They also have a com­mon goal i.e. to en­gage the youth in new, in­ter­est­ing and men­tally stim­u­lat­ing ways. It was there­fore only nat­u­ral for us to part­ner with each other.” To at­tract the youth, the brand ideated on in­ter­est­ing ac­tiv­i­ties. To be­gin with, the brand de­cided to make do with the long en­try queue which gen­er­ally turns off young­sters. There­fore, the Black­berry users were


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