The SuperBowl Ad Is Pointless
The only place where the Super Bowl ads play is the USA.
The Z10 isn't shipping until mid-March; the Super Bowl is this weekend.
Assuming the ad is successful, hundreds of thousands of Americans will head to carrier stores saying 'I want the new BB 10' and will be told 'it isn't available yet.'
Knowing carrier salespeople, in fact, many will be told 'oh, it's not out yet and probably never will be because BB is going bankrupt. How about a nice shiny iPhone or Galaxy S III instead, on a free or $99 deal?'
BB should save the money that would be wasted on the ad and not start promoting until it has product in the channel to sell.
- 02-01-13, 05:18 PM #7
Again, you are confusing your personal thoughts with that of everyone. No need to apologize to me. People will see the ad, it will get people talking, it will put blackberry onto websites, discussions, news media, etc. People don't forget things in a day, and many people can wait.
- CrackBerry Master
02-01-13, 05:22 PM #9
- 1,295 Posts
No it is not pointless, it is a first attempt at the sports fan, then watch for the March Madness, then Baseball
advertising works better the more often you repeat the message, so by March the US customers should be
hypnotized to buy a Blackberry....
- 02-01-13, 05:23 PM #11
It depends how they do it. There are going to be Super Bowl debuts for trailers for movies that aren't coming out any time soon. The ad is just to build awareness that the film is coming and then people, when the movie is released, will remember how they wanted to see it when they first saw the trailer during the Super Bowl. The same could happen for the phone. Grab some interest with this commercial, and then revive the interest with a more sustained campaign when the phone is available in the U.S..
So as long as BB thinks of the ad like a movie trailer, ends with a "Coming March 2013" (like a movie trailer), and it is purely an effort to build awareness for an upcoming release, I have no issue with it.
- 02-01-13, 05:24 PM #13
How naive are you?
Do you only think U.S residents watch the SuperBowl?
There is a whole other country beside the U.S called CANADA that watches it as well, and BlackBerry has confirmed it will be playing in Canada.
Also, why didn't you just add onto the thread on this exact same topic?
Even in Canada, the Super Bowl has Canadian ads (not US ones).
The big-money Super Bowl ads are for the US market -- encouraging people to purchase a product that they cannot buy, at any price.
Anybody who remembers Palm's ads for the Pre, months before its availability, will understand why I'm concerned about this.
Irrelevant. Again, the Super Bowl ad campaign that RIM is boasting about spending millions on isn't in Canada (where advertising for the Super Bowl is very cheap).
It's in the USA.
And it's completely, totally wasted money.
- CrackBerry Genius
02-01-13, 05:28 PM #18
- 4,279 Posts
- 02-01-13, 05:30 PM #19
What BB needs to do with this ad is start rehabilitating its brand. This ad shouldn't be so much about the product (because the OP is right--the product won't be available for another month or so), but about BlackBerry as a company and how they're doing things differently.
A great deal of advertising has very little to do with the product and more with building a relationship with the brand. That's what needs to be done here, and I wouldn't call that "pointless" at all.
- 02-01-13, 05:31 PM #20
You know the people who play the SuperBowl in Canada?.... HAVE CONFIRMED IT.
Want some proof, here:WATERLOO, Ont. -- The BlackBerry is ready for game time.
Research In Motion said Friday that its new operating system will appear in a 30-second advertisement during this year's Super Bowl.
The announcement comes as RIM prepares to unveil its latest BlackBerry smartphone devices on Wednesday.
"A Super Bowl commercial is a great opportunity to show the redesigned, re-engineered and reinvented BlackBerry to tens of millions of consumers on the largest advertising stage of the year," said Frank Boulben, chief marketing officer at RIM in a release.
The ad will be shown in both the U.S. and Canada on Feb. 3.
The Super Bowl is the most-watched television event of the year, drawing 111.3 million U.S. viewers in 2012.
In Canada, last year's broadcast drew a record 8.1 million viewers.
It's also the most expensive event for advertisers, costing an estimated average of $3.4 million for a 30-second spot on NBC last year, according to ratings firm Nielsen.
Super Bowl advertisements are typically a flashy showcase of new cars, beer and technology products, often with celebrity appearances. Aside from airing on television, the ads also get plenty of mileage from being streamed on the Internet.
Last year, a Harris-Decima Canadian Press poll found that more Canadians planned to watch the Super Bowl ads than the football game itself.
- 02-01-13, 05:32 PM #21
- 02-01-13, 05:32 PM #22
Comparing the phone to the Pre has been shown to be such a complete waste already I wont even comment on it. Just know that your opinion here doesn't mean much
- 02-01-13, 05:34 PM #23
- CrackBerry Master
02-01-13, 05:35 PM #25
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