- CrackBerry Genius of Geniuses
02-12-2013, 11:35 AM #26
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Re: Three Major Public Performances for Alicia Keys in 3 Weeks Following BB10 Announcement
I didn't intend for this thread to turn into a discussion about whether she's still using other devices or not, but rather to assess whether there are any plausible ways for BlackBerry to take advantage of her recent performance blitz to help champion the new BB10 OS in the US. Because like many of us have indicated, it's imperative that BlackBerry gets people at least curious about BB10 before they launch the Z10 to avoid poor sales and an onslaught of news reports dooming them to bankruptcy. Pointless title or not, iOS device or Z10, the bottom line is Alicia Keys is now affiliated with BlackBerry. That being said, if they could find a way to use her star power to attract people to the brand, then I think we'll all be happy. Can we at least agree on that?"The blacker the berry the sweeter the use..." -- 93Aero
But I will disagree with you; three performances at three major events in the US is pretty significant. On top of that, although somewhat unimportant to me, she has over 11 million followers on Twitter. So although each of us might have a certain opinion about the quality of her work and/or the importance of her contribution to mankind, the bottom line is a lot of people pay attention to her."The blacker the berry the sweeter the use..." -- 93Aero
I did some snooping around and saw that her last tweet related to BB10 was posted on Feb. 4th, which was during the week after the launch but more than a week ago from now. I was at least hoping to see her talk about it on Twitter since people pretty much say whatever's on their minds on there (take a look at all her Grammy tweets), but I guess we'll wait and see.
Last edited by 00stryder; 02-13-2013 at 02:39 AM. Reason: Tried & failed miserably to embed the aforementioned tweet"The blacker the berry the sweeter the use..." -- 93Aero
Hate to revive an old thread, but Mr. Boulben has apparently provided more information about Ms. Keys' role in an interview that N4BB has posted:
Frank Boulben offers more information about Alicia Keys' new role at BlackBerry
Alicia Keys’ role as the BlackBerry Global Creative Director has been interesting to say the least. Some haven’t been too keen to call her a true BlackBerry user just yet.
MarketingWeek had the opportunity to go Q&A with BlackBerry CMO, Frank Boulben, on Alicia Key’s role. Check it out below:
You recently appointed Alicia Keys as global creative director for BlackBerry. How is this in-house role different from a traditional endorsement?
Frank: I am not a fan of sponsored endorsement – we look for opportunities that provide both our and our partners’ fans with content and those that are interesting and engaging. Endorsements need to be more than a celebrity just lending their face to a brand. Whoever we work with, whether it be a collaboration with a singer like Alicia Keys, a writer like Neil Gaiman or a Formula 1 team – we recently announced our partnership with the Mercedes AMG Petronas F1 team – there needs to be a natural fit in terms of values.
How does Keys fit with existing creative teams within the business?
Frank: Alicia is an official member of the BlackBerry team and she will provide creative input to various areas of the business, including apps and content through to our marketing initiatives. As far as fitting in, it’s not unlike any other new employee who has to learn the culture and nuances of a job – with Alicia we are off to a great start and our teams are already working together with the launch of her Keep Moving project.
What are the positives and negatives of celebrity input in brand communications?
Frank: When it is the right fit, a celebrity can have several benefits. It enables the brand to talk to a new audience, driving engagement and positive perception. However, it is imperative that this is an authentic partnership and that the person not only has a true understanding of the brand but also shares the brand’s values. Consumers are clever and can see through something that is not authentic.
What kinds of projects are you working on with Keys?
Frank: Having been in her role for just one month, we recently announced her Keep Moving project. Alicia is asking fans to submit their own photos through the BlackBerry Keep Moving Hub that will then be used to create a music video to accompany her performances of the track ‘Hallelujah’ while on her Set The World On Fire tour. This is the first initiative we are working on with Alicia, and we look forward to sharing more about her involvement with us.
Last edited by 00stryder; 03-07-2013 at 01:14 PM. Reason: Added the original article to the post"The blacker the berry the sweeter the use..." -- 93Aero
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