In 2007, Sprint released the BlackBerry 8830 World Edition, a PDA that lets users work and play from almost every country on the planet. To entice professional people who essentially live on the road, we created an exclusive “buy one, get one free” offer geared toward the most aspirant target in the business world: billionaires.

With a limited budget and a competitor already advertising their BlackBerry 8830, we needed to be relevant and engaging. We chose our media based on the readership of our target: aspiring billionaires. Long-copy spreads in national magazines and newspapers touted the 8830 as a premier lifestyle product, while pre-roll video and banners were placed across a variety of high-end business, leisure and travel sites. All advertising directed visitors to our site, privateislandoffer.com, which divulged detailed information on the benefits of owning both the phone and the island.