Blackberry maker Research in Motion is entering the sponsorship arena with their sponsorship of an upcoming John Mayer tour. RIM will be on site at all 40 concerts to promote their line of consumer devices.
"John Mayer's concert tour gives us that venue and that context to talk about BlackBerry to a group of people that maybe we haven't talked to before," [said Paul Kalbfleisch, senior director of corporate marketing for RIM.] "We're able to reach out to a new audience, maybe a slightly younger audience in their 20s, without at all alienating the existing BlackBerry audience," he added.
"John Mayer's concert tour gives us that venue and that context to talk about BlackBerry to a group of people that maybe we haven't talked to before," [said Paul Kalbfleisch, senior director of corporate marketing for RIM.] "We're able to reach out to a new audience, maybe a slightly younger audience in their 20s, without at all alienating the existing BlackBerry audience," he added.
