Blackberry is seen by many as a maker of sub-par, old spec'ed, extremely conservative phones. Examples are Priv (dumb name), with its endless bad ones which force return after return, and just no excitement compared to the latest Samsung or iWhatever. The Passport, really odd form factor that does not appeal to anyone except Blackberry fan-boys (sorry). The Classic, a stumbling attempt at bringing back the glory days of Blackberry. Kids just have no reason to get one. Period.
So what Blackberry needs is someone like Kim Kardashian with the latest, greatest Blackberry device taking nude/semi-nude duck faced selfies, or some other famous for being famous twinkette showing off her Blackberry phone in glamorous places that very few teens/college girls could ever go. Blackberry needs celebutant hype. It needs to be cool, hip, trendy, and really capable of that ultimate Snapchat, Twtitter, Fakebook, Tinder, etc moment.
As my teenage kids say: "Dad! It's an old person's phone!"