BlackBerry plan US 'takeover' ads campaign to promote the Z10

BlackBerry's new ad campaign will promote the U.S launch of the Z10, appearing on iOS and Android devices it will 'takeover' the screen when a user clicks on it.

The BlackBerry Z10 was released in the UK at the end of January and the device finally reached the United States last week, although only on the At&T network at the moment.

Starting next week, The new Z10 ad will be set up to 'take over' screens of Android and iPhone mobile devices.

Chief Marketing Officer Frank Boulben describes the approach as "real-time marketing," Forbes reports.

BlackBerry's first 4G smartphone will use these digital takeovers on computers and non-BlackBerry devices.

One of the takeovers launched on The Guardian in the UK and now, the New York Times. Mimicing the Hub design on the new BlackBerry 10 devices, the 'takeover' will resemble  the content organisation feature.

Forbes reports that BlackBerry knows that it cannot resell devices to its current fans but must branch out to sustain the company.

The 'takeover' was piloted in the UK gaining an average of 4.2 minutes engagement time between users and the marketing content.

An announcement earlier this year saw CEO Thorsten Heins reveal that the company, formerly known as RIM (Research in Motion) was changing its name to BlackBerry as well as unveiling both the BlackBerry 10 OS and handsets: Z10 and Q10.

Carphone Warehouse and Vodafone cut the prices of BlackBerry's flagship Z10 handset less than a month after its launch in the UK.

BlackBerry Q10 will be arriving in the UK from April.

Working with BBDO and agencies from the Publicis group, a new campaign will launch later in the year that will invite user's to take on a typing challenge against the BlackBerry 10 keyboard.

Source: Forbes

Comments

Be the first to comment…

Back to top
Close
T3 Newsletter
Sign up to recieve the T3 newsletters by entering your details below

Your Details

As you're registering with us. we'd like to think that you'd enjoy receiving the following emails; if you'd rather not receive them, please untick the boxes:

I would like to receive other emails from T3, Future Publishing Limited and it's group companies containing news, special offers and product information
I agree to the terms of use and privacy policy and confirm that I am over 16 years of age *
Close
Log in or Join

By clicking below you agree to our terms and conditions and our privacy policy

Log in to T3.com with your preferred social network

Log in with your T3.com account

CloseJoinPlease complete these additional details

Join T3.com with your preferred social network

OR

Join T3.com

Please tick this box to confirm you are 16 years old or over

Just so we know you're human

Newsletters

I would like to receive T3 email newsletters, packed full of the latest tech news, competitions and exclusive offers.

I would like to receive other emails from T3, Future Publishing Limited and its group companies containing news, special offers and product information.

I would like to receive offers from carefully selected third Parties. We will not share your data with the third party.

Close Edit your profile

Change your password

Newsletters

I would like to receive T3 email newsletters, packed full of the latest tech news, competitions and exclusive offers.

I would like to receive other emails from T3, Future Publishing Limited and its group companies containing news, special offers and product information.

I would like to receive offers from carefully selected third Parties. We will not share your data with the third party.

Social networks

You have authorised these social networks to interact with your T3.com account.

Please ensure you deactivate or revoke access to this website from within your social networks settings to ensure all permissions are removed.

Close Forgotten your password

Forgotten your password?

Please enter the email address that you used to sign up and we'll send you a new password

Close
Forgotten password
Don't have a T3 Account? Join now