In 2009, BlackBerry maker RIM launched the the touchscreen BlackBerry Storm 9500 Smartphone.
RIM and Out There Media teamed up to create and manage a mobile advertising campaign across Austria to target the under-26 year old market with the new device. The campaign ran for two weeks in August 2009 and was delivered to Vodafone subscribers via the Vodafone live! portal. Visitors to the portal were offered a free Justin Timberlake music video as an incentive to watch a short 15-second advertisement.
Over the course of the two-week mobile advertising campaign with Out There Media, the BlackBerry Storm ad was viewed a total of 140,000 times via the Vodafone live! portal. The advertisement as a clickthrough-rate of 5.5% and the Justin Timberlake video was streamed a total of 2,101 times. The conversion rate for the entire campaign was 27.5%.
This is a great example of targeted mobile advertising in action and the fantastic results that brands can achieve through this medium, says Out There Media CEO, Kerstin Trikalitis. We believe very strongly in the power of reaching out to consumers directly and we are very happy to witness through all our campaigns that mobile advertising is an ideal way of doing so. Targeted and appropriate campaigns, such as this one for RIM, prove that this approach can achieve great results.