We created the Blackberry Silent Disco, a dance club event without loudspeakers where people enjoyed music in a very personal, yet social way over wireless Bluetooth headphones, dancing to the beats of a renowned international DJ, symbolic of the experience they got with the BBM Music app, influencing the playlist by Tweeting their requests to the DJ, whose playlists were able to be downloaded and shared for free. There was also a prize awarded to person the DJ saw as the best dancer. We built awareness on radio, and the event was supported with promos, audio boards and online display ads.

Key influencers (including national radio DJs) tweeted about the event with all activity feeding through our centralized account #BBSilentDisco, and we were all over national music blogs. During the event, everyone involved, including the press there to cover it, all tweeted their playlist requests extending the experience.

Blackberry Silent Disco drove engagement…

- 83.7% of people who visited got on the dance floor and participated

- 44% shared photos and videos on social media

- Over 126,000 Tweets generated by the campaign

It was efficient…

- A measured 1,251,871 people were reached through the blogosphere – over 70% of the total target, making it significantly more efficient than traditional media.

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But most importantly, it drove business…

- Client: “We saw over 20% increase in downloads of the app, from 77,000 to over 92,000 and the number users is growing steadily each week at 7 - 8%.”