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

Airbnb names North Strategic PR agency of record

U.S.-based online hospitality company works to build awareness in Canada

CTV’s content-driven approach to PR

Pairing traditional press releases with quirky, Buzzfeed-inspired lists

Home Depot data breach brings class action suit

Big box retailer joins others dealing with life after the hack

Campbell Company gives soup products a facelift

Heritage brands reformulated and repackaged for contemporary tastes

‘Crave More’ attempts to make PC a lifestyle brand

New campaign from John St. asks a lot of questions

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path