Bauer were presented the challenge that BlackBerry (BB) had never committed to any radio activity as part of their campaign strategy before their partnership with Kiss Radio.

Blackberry and Kiss Radio wanted to bring to life the BB brand messages targeting the core 18-24 audience and promoting their key service: BBMessenger (BBM) - a free mobile IM service.

Bauer created a truly multiplatform integrated partnership with millions of touchpoints. The partnership was initiated on very 'real' grounds that would knit the brands even closer together, and integrate BB with the editorial of the station. BB's strategy was to support 'Emerging Icons' in creative fields (sponsorship of upcoming stars in music, film, fashion and gaming) - Kiss wanted to create true 'branded content' by reflecting this strategy and executing the whole the whole partnership with their products at the heart of it all.

BB are top-of-mind amongst Kiss listeners - spontaneous awareness 73% listeners vs 53% non-listeners. Listeners show greater affinity with BB - "is a brand for me" 80% (listeners) vs 61% (non-listeners. The Kiss partnership clearly drives the positive perceptions amongst listeners- 86% of Kiss listeners recognise the sponsorship. 61% now say they are more likely to consider a BB as a result of the sponsorship.

The truly multiplatform integrated partnership with millions of touchpoints allowed Kiss Radio's audience to engage with the Blackberry handsets and services.