Reviewers have generally liked the Q10 and Z10, and many consumers have indicated an interest in giving it a chance. But crucially, BlackBerry—by most analyses —missed a huge opportunity with its first-ever ad during the Super Bowl.
brandchannel: BlackBerry Launches Post-Super Bowl Ad Campaign as Z10 Hits Canada, UK
Skip to content. BlackBerry opted to go with the whimsical and fantastical with its Super Bowl commercial, showing what the new BlackBerry Z10 can't do instead of what it can do. To say it's a little strange would be an understatement.
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Indeed, it's a bold choice, one that some would argue might be a little head-scratching. But it's one that BlackBerry Chief Marketing Officer Frank Boulben believes will turn some heads and get consumers primed for a launch that's still more than a month away. With the BlackBerry phones generally getting good reviews read CNET's review here , much of the company's success will ride on how well it markets the phone, and how strongly the carriers support it in their stories and with their sales reps.
There are many examples of companies that failed despite great products and services, and BlackBerry is looking to avoid their past mistakes. Which is where the Super Bowl ad comes in.
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Boulben says the commercial is a one-off event to take advantage of the Super Bowl's massive reach. The commercial is basically everything Boulben has said he wouldn't do for the campaign. The commercial offers an early glimpse at the Z10 before things get weird. After he starts using the phone, the new BlackBerry customer briefly erupts in flames, grows elephant legs, teleports himself with a colorful poof, and turns an out-of-control truck into thousands of rubber ducks.
The tagline: The ad asks interested viewers to check out BlackBerry's Z10 Web site to find out more information about the features of the smartphone. With so many splashy commercials filling the airwaves during the Super Bowl, BlackBerry wanted to do something different from the traditional ad showing off features such as the Z10's Hub or Peek. Boulben, however, said the testing on the commercial has been positive.
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Former CIO. Al also managed CIO. Al resides in Boston and is a passionate reader, traveler, beer lover and Red Sox fan.
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Current Job Listings. Here's a selection of the most notable responses I received: They brough [sic] across the idea of 30 seconds wasn't enough to show you all it can do, so they showed what it cast [sic] — Mahen mahen February 4, asacco it was ok.
And in case you're interested, here are a few production details on the commerical, from BlackBerry: Creative Agency: The commercial was shot on a back lot in Los Angeles over the course of three days, capturing as much in-camera content as possible.