#BBLaunch RIM’s rebranding sets Twitter abuzz

We’re reaching out to our readers in the marketing industry for commentary on BB10 now that the launch has happened. Want to share your observations with our readers? Email us with your thoughts, or tweet with #bblaunch.   Tweets about “#bblaunch” If a product’s value was measured in online buzz, the latest incarnation of the […]

We’re reaching out to our readers in the marketing industry for commentary on BB10 now that the launch has happened. Want to share your observations with our readers? Email us with your thoughts, or tweet with #bblaunch.

 

If a product’s value was measured in online buzz, the latest incarnation of the BlackBerry would be priceless.

The internet was all of a twitter on Wednesday as the company once known as Research In Motion unveiled its newest products, its new corporate identity and its latest high-profile addition to the executive team.

Chatter about the newly rebranded BlackBerry, as well as the latest incarnations of its now-eponymous smartphone, dominated social media.

Statistics provided by the salesforce.com Marketing Cloud suggest there were more than 111,000 online mentions of the BlackBerry 10 by mid-afternoon, mere hours after chief executive Thorsten Heins wrapped up his presentation on the company’s latest efforts to reclaim dominance in the crowded smartphone market.

Social media chatter between 1 a.m. and 1 p.m. ET was 70% positive, the surveying company added.

Posts poured in from around the world, with the bulk of the traffic coming from the United States, Canada, the United Kingdom, Venezuela and India.

More than 93% of the conversation unfolded on Twitter, where BlackBerry-related hashtags and references were trending throughout Canada for much of the day.

The chatter mostly centred on the BlackBerry 10, the smartphone on which the Waterloo, Ont.-based company has pinned its hopes for a comeback.

The new phone drew a variety of reactions. Several users took to the web to share their excitement over the pending launch and praise BlackBerry for issuing an attractive new product. But there was also no shortage of jokes from those unimpressed by the launch.

#BBLaunch: Join the conversation on BlackBerry 10

Reaction on other social media platforms was much more muted, according to salesforce.com’s figures.

Facebook users, who accounted for only 2% of the global online buzz, were slow to weigh in on the launch. A fan page for the new device had garnered fewer than 150 supporters by late afternoon Wednesday.

Advertising Articles

A new leadership team for Publicis Montreal

FCB president Rachelle Claveau and LG2 creative director Sylvain Dufresne will take the reins at the office

Quaker shows the rest of the picture

New social campaign shows what's missing from those "perfect" Facebook photos

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Dentsu Aegis acquires S+E Sponsorship

Sports and entertainment consultancy will be rebranded as MKTG

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Franke Rodriguez to lead Anomaly New York

As agency plans for growth, Toronto CEO expands role back to his hometown

Canadian Olympic Committee signs with Sid Lee

COC signs with new agency of record until 2020 Tokyo Games

MSLGroup acquires North Strategic

Publicis adds to its PR holdings, Mia Pearson made MSL's Canadian CEO

Zephyr promises a smarter time sheet

Time sheets are a pain, but will agency execs buy in on AI?