the receipts, 06 · blackberry
Selling BlackBerrys direct, around the carriers.
A $12M USD annual budget, media not included, to sell devices direct to consumers worldwide. A first for BlackBerry and for the smartphone world.
Phones were sold by carriers.
The carrier sales model stood between BlackBerry and the people buying its phones.
So we went around it, with content that pushed traffic straight to our own sales channels.
What we built
early ecommerce microsites
-
CNET Reviews
A sales microsite inside the reviews.
-
Yahoo!
A sales microsite on Yahoo!.
-
Myspace
Yes, Myspace.
the ceo's review
“Like nothing the BlackBerry brand has ever seen.”Mike Lazaridis, founder and co-CEO
Brand, device and educational videos, podcasts, display and custom content, on Yahoo!, CNET, Facebook, Myspace and YouTube.
The receipts
$12M
USD a year, before media
5
platforms carrying sales microsites
Tens of millions
of dollars in devices, sold direct, worldwide
A first for the smartphone world. Myspace was involved.
