You watched the launch demo for BlackBerry 10. You’ve seen the new consumer-facing campaign. You’ve watched the Super Bowl ad. You’ve read about the strategy Frank Boulben, Blackberry CMO, built with agency partners at AMV BBDO. So now the big question is this: is it working?
We’ve been polling our readers to rate each step of the BlackBerry 10 buildup and launch. Most recently, we asked people to rate the Super Bowl spot that focused not on product features, but rather what the product can’t do. The largest group of responses found the effort lacking.
What did you think of BlackBerry’s Super Bowl spot?
• I expected far better – 36.3%
• Good, but not great by Super Bowl standards – 29.4%
• A disaster. I can’t believe they paid money for that – 26.4%
• One of the best ads of the broadcast – 7.9%
#BBLaunch: Join the conversation on BlackBerry 10
But Boulben had said that the Super Bowl spot would not be in-step with the rest of the campaign, which focuses far more on product features and carries a consistent design and tone.
Now that most of the big picture has emerged, it’s time to weigh in with a bigger prediction. How solid does this campaign look to you? Does it position BlackBerry as a viable player in the smartphone marketplace?
Post your thoughts on BlackBerry’s brand positioning in our comment section, or post them on Twitter with #bblaunch.
