Research in Motion Tour Targets B-to-B Tech Buyers
For the launch of the new 8350i BlackBerry Curve on the Sprint network, Research in Motion targeted b-to-b technology purchasers with the BlackBerry Sprint A to B tour by inviting them to take what RIM called the “Smarter” route to efficient work. The tour brought to life the campaign tagline, “A to B. Work. Done. [Smarter].”
To that end, the brand retrofit and wrapped a bus, filled it with 30 active Curve devices and picked up key influencers at “Point A,” (usually their places of work), and while en route to “Point B,” where RIM hosted a luncheon, they’d have breakfast and take a tour of the city while learning about the Curve’s features. In the evenings, events were held at popular local clubs, where more consumers learned about the product and tested their knowledge to try to win an 8350i.