I think it's good they get their name out there. They need to keep pushing their brand. If shark week is a good choice is another question though; hope it is...
That remains to be seen. At this point all that has happened is BlackBerry shelled out a ton of money to have their ads prominently placed during the airing of the shows. If that translates to greater brand awareness and/or increased sales, then it was a good idea. If not, it's wasted money. That is how sponsorship or "brought to you by" works.
Putting an bad ads everywhere only reinforced the failed image. They need some good ads helping people to understand that why no button is a good thing.