Newsjacking ChatGPT with BlackBerry

PROBLEM

In 2022, OpenAI launched ChatGPT, quickly gaining a million users. The topic was gaining widespread media coverage with vague opinions about cyber security. At this stage, no company had explored the opinions and concerns of IT decision-makers en masse to get the pulse of the overall community about this significant technological breakthrough.

SOLUTION

WE newsjacked the current media conversation to position BlackBerry as a thought leader in generative AI and cyber security.

With BlackBerry, WE launched commissioned research as part of rapid response activities on generative AI and newsjacked a crowded hot topic. The team identified key themes from the data and breaking media moments to engage local media through a tailored thought leadership approach, including editorial content, broadcast interviews, and speaking opportunities.

RESULTS

The efforts resulted in 305 pieces of coverage in Australia, contributing to the global total of over 420 in the first few months. The research was prominently featured in top-tier publications such as Forbes Australia, The Canberra Times, ABC Australia, Sky News, and The Australian.

BlackBerry’s share of conversation grew, and we established BlackBerry as a cybersecurity thought leader through company announcements, interviews, commentary, thought leadership articles, and speaking opportunities at AISA CyberCon Canberra, AISA CyberCon Melbourne, and SXSW Sydney.

Globally, the campaign was celebrated at the Ragan PR Daily Awards, winning the Original Research category in 2023 and was a finalist for the Best B2B Campaign at the Mumbrella CommsCon Awards 2024.