Poll: What’s the verdict on BlackBerry’s Super Bowl ad?

BlackBerry‘s first Super Bowl spot – pushing the campaign for its new BB10 platform into high gear – has come and gone. What did you think?   What did you think of BlackBerry’s Super Bowl spot? As we reported last week, the commercial doesn’t match the strategy or esthetics of the main “Keep Moving” campaign. […]

BlackBerry‘s first Super Bowl spot – pushing the campaign for its new BB10 platform into high gear – has come and gone. What did you think?


 

As we reported last week, the commercial doesn’t match the strategy or esthetics of the main “Keep Moving” campaign. The ad, from AMV BBDO, is meant as a one-off, attention-getting execution to re-spark U.S. interest in the brand.

Also, with none of its new BB10 products available in the U.S. until mid-March (no specific date has been made public), consumers won’t get hands-on with the Z10 or Q10 phones for, presumably, six weeks at least. Frank Boulben, BlackBerry’s CMO, told Marketing he felt it “didn’t make sense” to have that kind of gap in the “Keep Moving” campaign. Instead, the Super Bowl spot pushes viewers to BlackBerry.com/Z10, where they will be able to watch supporting media such as product demo video.

The succes of the spot, Boulben said, will “absolutely” be measured by traffic to BlackBerry’s digital properties and pre-registrations for the Z10 and Q10 phones.

Why didn’t BlackBerry follow in the footsteps of so many other Super Bowl advertisers and tease/preview its ad? “I wanted to keep the element of surprise,” Boulben said.

Vote in our poll, and post your thoughts on the #BBLaunch in our comment section.

Brands Articles

Reebok pushes toughness with ‘Be More Human’

Campaign delivers newly defined brand focus to consumers

Stone Canoe slings Singapore
to U.S. travelers

A new online campaign is 'very very' eager to turn stopovers into vacations

Kill the Goose,
Kill the Golden Egg (Column)

Tony Chapman says social media is ruining the spectacle of the Super Bowl ad

Campbell contest wants Canadians to flip their lids

New contest will have shoppers looking under their lids to win prizes

Hall of Legends 2015:
Luc Beauregard

Valérie Beauregard on her father's influence and legacy as a king of PR

Hall of Legends 2015:
Stephen Graham

A global leader in moving brands through a crisis

Canadians flock to YouTube to view ads ahead of Super Bowl

Plus, see which Super Bowl spots are trending globally

Uniqlo’s blend-in brand well-poised to win market share

A bit of unfamiliarity goes a long way in managing expectations

A by-the-numbers look at #BellLetsTalk

The results from Bell's 2015 mental health campaign blow away previous years