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.
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