CHALLENGE: RIM’s BlackBerry devices are ubiquitous among business professionals. With the launch of the new BlackBerry Curve device, RIM aimed to reach broader consumer base and was looking for a marketing program that would showcase the new multi-media capabilities.

SOLUTION: Collaborating with RIM, G7 Entertainment Marketing found a brand connection between RIM’s business objective and John Mayer’s upcoming national tour. In addition to his music-loving, tech savvy fan-base, John Mayer was a BlackBerry “addict” himself. G7 Entertainment Marketing created an integrated multi-channel sponsorship that placed RIM’s products and brands in direct contact with this community, resulting in RIM’s first concert sponsorship : the “BlackBerry Presents John Mayer in Concert” tour.

As the tour’s primary sponsor, RIM’s multi-touch program engaged audiences onsite and off, leveraging a customized online community microsite, traditional advertising and numerous onsite branded environments and activities. Onsite engagements were used to create product awareness, as well as offering unique concert experiences. These included BlackBerry Experience Centers, Sound-check VIP concerts, Free standing large format digital and static signage, street teams and truck wraps. Post event, RIM and G7 leveraged the microsite and the onsite photo marketing activities to allow attendees to retrieve their photos and download ring tones.

RESULTS: Recognizing that sponsorship is no longer simply about mass market advertising with an entertainment or sports property, RIM and G7 Entertainment Marketing created a multi-channel brand experience that aligned with the needs and expectations of the target audience. The experience resulted in thousands of direct audience engagements and the online community and tour bus impressions generated millions more impressions.