In September, MetroPCS, a year into launch of their wireless service in the NY footprint, added the first BlackBerry to their handset line-up. The challenge was that it was not the latest edition that RIM was offering and as a non-contract provider with a reputation for targeting the low income demographic, the translation to high-end smartphone users presented a unique opportunity.
M2W created and executed a borough wide Scavenger Hunt to promote the launch of the product. 30 BlackBerries were hidden in NY landmarks over the course of five days. Clues were time released on Facebook and Twitter and NY residents were challenged to decipher them to receive their brand new BlackBerry courtesy of MetroPCS. Promotion was supported by experiential flyering shifts at high traffic commuter stations and ROP advertising in Metro and AM New York throughout the five day promotion.
As an added benefit, the NY Facebook page saw the original 300 fans, garnered since the four month launch of the page, grow to over 1,020 Facebook followers within five days. In addition over 100 followers were added to Twitter. Facebook feedback was overwhelmingly positive and MetroPCS saw increase in sales overall as the legitimacy of the brand was secured.