A Super Bowl Ringtone
Research In Motion will target what is the biggest viewing audience of the year (110 million plus) with a new advert on Super Bowl Sunday to tease the launch the BlackBerry 10 range to the general public. While it will happen after RIM's New York press event, it will be the general public's first taste of BB10.
Having already started preaching to the converted and business with a decent range of apps and the launch of Enterprise Service 10, it now needs to start talking to the general consumer market, who may well think BlackBerry is a dying brand, or have moved on to other devices and ecosystems.
While the 49ers and the Ravens battle it out in New Orleans, RIM has a massive job to convince customers to try the new BlackBerry OS and either upgrade or come back to the BB fold. Super Bowl ads have become as much talked-about events as the game itself and RIM will need to produce something highly distinctive to stand out from the others on show between the big plays. The advertisement will run in both the U.S. and Canada, and will likely be viewed millions of times on YouTube, The ad slots cost between $3 and $4 million each.
King of the Ring
So, this new advert will need to inform the North American viewing audience that BlackBerry is back, is better than the competing ecosystems in a variety of ways and offers the chic that top-end smartphone owners demand. No pressure then! Hopefully it'll have a bit more impact than this 2012 effort.
While Apple and Samsung battle it out for the top of the smartphone market, RIM is in a dog fight with Nokia and Huawei for third place and will need BB10 to be a massive success to secure its future. That future may involve a takeover by, or investment from, China's Lenovo, according to comments from that company's executives, who are on something of a buying spree.