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Smartphones Taking on the Giants of Super Bowl Advertising

While we wait to see how BlackBerry Will promote the BB10, the new Star Trek movie already has an app, while Motorola, GoDaddy.com and others are putting up a heavy advertising presence among the car and beer adverts for this year's super-advertising-bowl-athon.

Punt or Go For It?

BlackBerry looks to have wimped out of the chance of creating an, Apple-like, lasting impression on the 100-million plus Super Bowl audience this year, a teaser photo of its BlackBerry 10-powered Z10 phone advert showed little to get excited about. Certainly, compared to Motorola's Blur advert featuring Megan Fox in the bath, it seems pretty tame. 

UPDATE: And here's BlackBerry's advert in full, talking about "inspiring a generation," with a confused vision that shows off lots of smart car interiors, retired space shuttles, office workers, Angry Birds and then saying "it has arrived" when it won't be available in the States for weeks. Still, in terms of pushing the BB message I think it succeeds, just not in any memorable way compared to all the other high-octane adverts on show. 

A second advert was teased by the company ahead of the game, showing things you can't do with the BlackBerry 10, which while a cute idea, doesn't really seem to have touch the audience in the right way. 

 

It seemed to have little chance of making a massive impact on the viewing audience, especially with the likes of GoDaddy.com putting up a couple of Danica Patrick hosted adverts, featuring the likes of supermodel Bar Refaeli, to get everyone building their own websites. 

Third-Down and App

Sony pictures is making sure viewers are connected, offering a free app for iOS and Android devices with lots of content to help promote Star Trek Into Darkness, the next in the rebooted series. If viewers record the audio from the advert when it airs, they are promised exclusive extra content, expect lots more of this type of content tie-in in future. 

With the likes of Budweiser, Taco Bell, Toyota,  and other big names doing their usual show-stopper adverts at $4 million plus a pop, the days of a huge web 2.0 armada of advertising seem far behind us, which is probably a good thing, with those companies spending money on product design and development hopefully. Check out more more analysis of Super Bowl adverts here

Most of the adverts are already freely viewable or heavily teased on YouTube, but BlackBerry was keeping its advert under wraps until the show. What will the greater American non-tech public think of the efforts of leading tech brands? And will everyone be glued to their smartphone, using it to interact, or be throwing at the wall to make sure they're first in line for one of the new replacement models on show?

 
 
 
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