Research in Motion Loft Party Touts New Blackberry
Research In Motion wanted to launch its new BlackBerry 8700c with a little bit of style to raise demand for the new product among carriers, partners, developers and customers. The solution: A product unveiling that blended mystery and intrigue.
To build excitement prior to the event, invitees were teased with multimedia messaging such as email blasts and a microsite. The event itself was held Nov. 1 at Tribute, a gallery-style loft space in New York City. Once they arrived, guests entered a space illuminated with electric blue and orange, the core brand colors for BlackBerry and Cingular, respectively.
BlackBerry devices were showcased in display cases, and multimedia presentations that demonstrated product capabilities and the evolution of the device were held all over the gallery. Live demonstrations by RIM partners such as Antenna Software and Sendia let attendees learn about all the latest applications available for the 8700c.
In addition to presentations by Jim Balsillie, co-ceo of RIM, and Kent Mathy, president of Cingular Wireless, RIM treated guests to a speech by Lance Armstrong. Armstrong also hosted a meet-and-greet for the first 25 people to arrive at the party. The early-bird guests got to pose for photos with the Tour de France champ and took home signed copies of the book Lance Armstrong’s War by Daniel Coyle.
There also were treats of the liquid variety. A bar area served signature drinks concocted just for the event, a Cingular Splash and a BlackBerry-tini, which, appropriately, tasted like blackberry. All attendees received a voucher for a free 8700c, redeemable with local Cingular reps.
Overall, the company exceeded its attendance projections, and the event drew a heavily c-level audience.
RIM followed up with launch events the following two days in Chicago and San Francisco, and the three initial parties were such a success that the brand quickly reprised the program in six additional markets during December.