Calling all Voters | BlackBerry's Election Day Launch a Bold Move
Category: Blog - November 13, 2008
No question - timing is of the essence in launching a major consumer product. So why on earth did AT&T decide to roll out its new BlackBerry Bold on Election Day. The world was buzzing with one of the most historic political events of our time. Was this a complete disaster or true marketing brilliance? The jury may still be out, but I'd venture that this gamble is paying off. Look at what the launch had going for it:
- Fresh, unrelated election news to make a splash
- A captured audience absorbing new media inventories now void of political ads
- A memorable date to tie the launch to
- The opportunity to reach millions of qualified consumers - those engaged in the election process tend to have more disposable income
If the lines that formed outside AT&T stores were a sign this strategy worked - I'd say it was a success. Not to mention reaching a record 71 million viewers that evening, according to Nielson Media Research.This unexpected product launch strategy is proving its merit - precisely because of its unconventional approach.
Jason Schumann
Account Director
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