Toward the end of 2016, we worked with BBM to conceptualise a campaign that would drive awareness of the platform in SA and drive downloads on Android and iOS.
In collaboration with the event-whisperers at The Bread, #BBMGetIn kicked off the summer party-season in pure-Jozi style as an exclusive secret-venue gig in Newtown, featuring Black Coffee, Black Motion, Shimza, DJ p.H, Twins on Decks and Mvelo.
There was only one way to get into the party – and that was to get BBM.
Users had to download the app and join the #BBMGetIn channel to apply for tickets. A total of just 600 tickets were available for the night and these were allocated lottery-style in the weeks running up to the event.
Breaking out of expected brand comms, we threw the rule-book out the window and elbowed our way into the conversation – taking on the critics, and challenging perceptions. If you thought BBM disappeared with BlackBerry, we made sure you’d think again.
Overall, the campaign was a major success – leveraging unconventional social media tactics, influencer marketing and slick event planning to make an impact. These are just some of the highlights:
#BBMGetIn trended at the number one spot nationally on the night of the event
Tweets about the event were seen by over 2 million people and received over 27 500 engagements
The #BBMGetIn channel on BBM grew to over 2300 subscribers in a month
The campaign video was viewed over 20 000 times
Overall, the campaign succeeded in generating positive conversation around the brand, driving awareness and shifting perceptions – helping to re-establish BBM’s reputation as a cool, disruptive brand that ‘gets’ its market.