RIM has done some leg work for the BlackBerry brand on their own time, though. We’ve shown you the B & C-list celebrity endorsements, right? There’s been effort, but it’s really weak. RIM even had a J Walter Thompson, a powerhouse ad agency with clients like Smirnoff and Mustang, doing work for them at one point, and still – nothing that would permeate their customer at a more personal level.
Even though the BlackBerry is targeted toward a more corporate and perhaps uptight-ish user, that doesn’t mean that advertising dollars should be tossed only to Wired Magazine and a few pop-ups here and there. I can’t even count how many times I’ve seen spots for the Q (which really aren’t that great) or the BlackJack (pretty cool, actually). These companies have put a dent in the market, and it’s undoubtedly time for some sort of response with the BlackBerry.
Will we see it in the campaign for the BlackBerry 8800? Somehow, I highly doubt it, although that’s what most of my sugarplumb dreams consist of. There’s been talk and suggestion of a Super Bowl commercial, but to contradict my thoughts a little, RIM should not show their face at the spectacle of all spectacles (unless Janet Jackson’s performing again, then they can strategically place a BlackBerry somewhere…). The Super Bowl? Please. If a device that’s trying to toss out traditional mobile technology should not be relying on traditional advertising.
If there were any marketing guru’s either working at or working for RIM, here’s the suggestion, take it as you will. Viral. No, don’t make your customers sick, but get into their homes and workplaces without them really knowing it. Use the blogs, use other popular sites like Digg and what have you, and get your name out there. How about guerilla advertising? Pretty well the same idea, but even more in your face (but not at the same time). Put a guy in a glass case in the middle of Times Square with nothing inside, give him a 8800, and then show the onlookers that he can still conduct his business while inside of a glass house (hello, metaphor).
As much as I want to see BlackBerry stick around (job security is a nice thing to have), I’m sure RIM and their team want to see that so much more. Your devices are strong and reliable, you’ve proven that to us already. It’s time to re-evaluate some things, my friends. Take note of this cheesy advice: Every day your consumers are touching your device, maybe it’s time for you to touch the consumer.
Not literally, please.