#BBLaunch RIM’s rebranding sets Twitter abuzz

January 31, 2013  |  Canadian Press  |  Comments

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.

Loading comments, please wait.
Magazine Daily RSS