BlackBerry Check-In Program
Won 2006 HSMAI Gold Award and 2007 Bulldog Gold Award
Print Coverage
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Situational Analysis
Millions of Americans are addicted to their BlackBerries; so much so that the handheld device has earned the popular nickname “CrackBerry.” The general manager of the Sheraton Chicago Hotel & Towers admitted to his own dependence on his BlackBerry.
Creative Tactic
To capitalize on the nation’s BlackBerry addiction, Quinn & Co. created BlackBerry Check-In whereby guests can turn in their portable gadgets to be locked in the hotel’s executive offices at no charge. This was an effort to reconnect guests with their hotel experience.
We developed BlackBerry Check-In to initial client protest. The agency’s “don’t take no for an answer” attitude and media savvy resulted in a travel PR campaign that produced explosive coverage and the client’s thankfulness for our tenacity.
Results
The story of BlackBerry Check-In catapulted to the top of the news — even being ranked by CNN.com as the “most popular news story” of the day. Quinn & Co. secured 58 million impressions and coverage in over 300 broadcast hits - The Today Show, Good Morning America, MSNBC, Fox News Channel, CNN, World News Tonight, a feature on Times Square’s JumboTron and more. BBCI ran in top dailies such as The New York Times, Chicago Tribune, Houston Chronicle, San Francisco Chronicle, Atlanta Journal Constitution etc. It was heard on NPR, XM Satellite Radio’s shows with Lisa Belkin and Peter Greenberg, On Air with Ryan Seacrest and more. Esquire’s October issue ranked BlackBerry Check-In as 14 among the “Top 100 Ideas You Need To Know About Right Now” and American Way’s October issue includes an Editor’s Note first-person feature.
The GM was inundated with e-mails from guests (past, present and future) praising the initiative and stating, “It’s making the world a better place!” Because of this, I’m staying with you next time I’m in town.”
Upon seeing the press attention, BlackBerry’s CEO sent the latest model to the GM.
Budget
Under $500.
