Blackberry’s downfall was written on the wall. Courtesy company’s attitude of not listening to its consumer. While it is being said that the Canadian manufacturer is in talks to find a suitable buyer, it is also reaching out to the urban youth of India for promoting its latest smartphone Blackberry Q5.
Recently BlackBerry partnered with one of India’s most sought after college festivals i.e. St. Xaviers College’s Malhar 2013 in Mumbai. As part of the association, BlackBerry provided Malhar revelers with a unique experience of its Q5 smartphone while engaging them with exciting contests and giveaways.
The inter college festival, Malhar began in 1979 and today is one of the largest inter-collegiate youth festivals in Mumbai, India. The fest that includes events and cultural contests in literary, performing arts and fine arts categories, this year was based upon the theme – ‘Zara Hatke’ (a popular local phrase that encourages people to think out of the box.)
According to Ashish Gupta, Director, Marketing, BlackBerry, India, both Malhar and BlackBerry have a key attribute in common i.e. they are both cult brands. Having a common goal of engaging the youth in new and interesting ways the brand made Blackberry users feel special at the event by giving them a direct entrance without having them stand in the queue.
Besides this all attendees were treated to a variety of experiences which included getting a look and feel of the new BlackBerry Q5 along with contests, puzzles, caricature artists, stilt walker, etc.; all of which allowed them to win exciting BlackBerry merchandise.
Social Media Buzz
Blackberry has been active with the association on Facebook. While sharing updates about the event the brand shared a video about how team Malhar used Blackberry devices effectively to plan and coordinate for the mega event.
However, there has been a silence on Twitter by the brand which has more than 26K followers. On the other side Malhar has been pretty active about the event on Facebook in really interesting ways. The page gives you the glimpse of the entire three day event which kicked off from 15th to 17th August, 2013. Twitter too reflected the buzz on the event.
The association was interesting considering the complete shift of the company about its target audience over the years. Initially, Blackberry was launched for the office going boys in suits and today it is reaching out to the urban youth for a device that costs you around 25K.
Desperate measures at desperate times but will that be enough for today’s youth. This demographic is spoilt for choices with the rampant proliferation of lesser known brands providing cheaper devices with specs to drool over.