2013

BLACKBERRY PARTNERS NME TOLAUNCH MUSIC FESTIVAL APP

App showcases key technical featuresand reached 12m music lovers

BlackBerry wanted to achieve standout and showcase its products’ performance and capabilities to a generation Y (20-30 year olds), tech-immersed audience with a high disposable income, are a key target for the brand. One obvious arena to demonstrate this was around music, which has always been central to the target audience’s interests.

MEDIA AGENCY

PUBLISHER

PLATFORM

AUDIENCE

OBJECTIVE

MEDIA USAGE

MAGAZINES

TBA

TimeInc

App, print, digital

20 - 30 year oldmusic lovers

Show technical functionality

Magazines

NME

for more information visit magnetic.media

NME worked with BlackBerry to develop the feature-led, £300K music app so as to dominate conversations around all the summer festivals such as V, Glastonbury, Download, Reading, Leeds and Donington. The app included all of NME.com’s usual festival content but also contained exclusive features such as a GPS tent-finder, photo albums, a guide to every band playing at each festival, traffic and weather updates and live music streaming. For those unable to attend the festivals, too, the app delivered unrivalled music coverage and unique experiences through the NME platform. The app was promoted editorially and through advertising in both the print magazine and on NME.com, as well as at events.

The NME Festivals App created an exclusive opportunity for BlackBerry to reach more than 12m UK music fans (festival-goers as well as an even larger audience who were there in spirit).  The NME Festivals App showcased key BlackBerry functionality in action, such as the GPS pinpoint location-finder. More than anything, association with NME helped position the BlackBerry brand front of mind with a core target audience, 20-30 year olds.

BlackBerry wanted to establish a presence at major summer music festivals in order to target potential consumers.  With competitors already active in this area, BlackBerry needed to create a focus to showcase its ability to deliver. It worked up a partnership with NME to jointly develop an app (“NME Festivals App powered by BlackBerry Exclusive”) to help music fans get the most from the season’s events.

new musicmagazine