BlackBerry Z10

This year has brought with it a lot of newness for BlackBerry, including a new company name as well as the launch of both a new mobile operating system and a new phone. Now it looks like BlackBerry will soon be implementing a new marketing campaign for BlackBerry 10 and the BlackBerry Z10 here in the U.S. Recent reports from Forbes and Mashable detail the "mobile takeovers," which BlackBerry CMO Frank Boulben describes as "real-time marketing," that the company will use to demonstrate its new OS to Android and iOS users.

When a user clicks on one of these mobile takeover ads, their device's display will be filled with the screen of a BlackBerry 10 device, followed by a demonstration of BB10-specific features, such as the Time Shift camera functionality. Users will then be invited to visit the BlackBerry 10 website to learn more about both BB10 and the Z10. These mobile takeover ads are slated to begin appearing during the week of March 25.

A similar type of ad will be served up to users on traditional computers, who will have their browser taken over with BlackBerry 10 features like the BlackBerry Hub. One example is an ad that'll be used on the site of The New York Times, showing a Hub that'll be filled with content from the Times's Facebook and Twitter feeds as well as its site feed. Expect to start seeing these digital takeover ads in the U.S. soon.

In addition to these takeover ads, BlackBerry is planning to introduce a a "keyboard challenge" ad that will pit a user against the BlackBerry Z10 keyboard in a typing competition. The software keyboard on the Z10 is one of the major features that BlackBerry has promoted in the past, talking up its word prediction and space inference capabilities. Users will be able to take part in the challenge, which is expected to launch later this quarter, by scanning a QR code that'll be found in both digital and print ads.

BlackBerry has already begun advertising both BlackBerry 10 and the Z10 with traditional TV commercials here in the U.S., but these new ads could help to better show off BB10's features by placing the demo directly on the device that's in the user's hands. Of course, we'll just have to wait and see whether or not these takeover ads will actually end up helping BlackBerry to get new consumers interested in the Z10, which recently landed on AT&T and will launch on T-Mobile and Verizon in the coming days. What do you make of BlackBerry's advertising plan of attack? Do you think it'll help the company to regain some of the U.S. market share that it lost in the months leading up to BlackBerry 10's launch?

Via The Verge, Forbes, Mashable

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Comments & discussions  

23 Reactions to this post

"Would you click on one of BlackBerry's new takeover ads on your mobile device to view a demonstration of a BB10 feature?"

Please limit your reaction to 140 characters or use comments for a longer reply :)
Thanks for your participation! :)

Dave Bourque
Dave Bourque @David People are sheep.
Kenneth Li
Kenneth Li pay me and I'll click. or if it supports JAVA APPLET then I'll click! I want to stream live stock quotes like the desktop version!
David March
David March Yep. I tried a Z10. Very nice device. Why do people want less options and ignore new tech. They must be republicans. Android is the republican party of tech. Too funny.
Ryan G. Bordner
Ryan G. Bordner It would ruin the beautiful interface of Windows Phone.
Randy Walker Sr.
Randy Walker Sr. No there is no need to waste the time.
Matt Peters
Matt Peters Yes.
Joe Peters
Joe Peters Anybody saying their Razr beat the Z10 in ANY test is delusional. Travis, trust me, "curiosity killed the cat." As the word spreads and curiosity builds, people will click on the Ads. Probably some in this post who say they won't. Many people don't even know that we're talking about a completely NEW MOBILE COMPUTING PLATFORM that beats the stale, washed up iOS & humbles the UNsecure & Fragmented Android OS. Notice it's called Blackberry 10! Not Blackberry OS. We've moved "ON TO THE NEXT" it's time to let go.
Travis Newhero
Travis Newhero Ofcourse, never tried a blackberry, and now, I would like to play around. Keep your mind open people.
Hans Wang
Hans Wang those haters lolll
Richard Halm
Richard Halm my razr maxx hd beat the blackberry z10 in all tests performed
Jaime Espinoza
Jaime Espinoza That's a No.
Jesus E. Garcia
Jesus E. Garcia mmm... NOOO
Richard Halm
Richard Halm nope blackberry sucks
Sheila Ellis
Sheila Ellis No, and thanks for the head's up re: Takeover Ads
Anirudh Pokhriyal
Anirudh Pokhriyal who cares
Heath Beaudry
Heath Beaudry I had that phone a few years ago, its called a Droid X.
Dave Bourque
Dave Bourque
Deborah Dillon
Deborah Dillon Yes.
Jason Geiger
Jason Geiger AdAway. Won't have to see them thankfully.
CeeGii Borels
CeeGii Borels Why would anyone in their right mind want to? Short answer: NO!
ThrObread Loadb Willis
ThrObread Loadb Willis nope
Aaron Trevor Sentell
Aaron Trevor Sentell Ha. No.
George Millhouse
George Millhouse no lol

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