Thought loosens his tie a little this week with this one. Give it a read and some solid thought. Pun kind of intended, I guess.
Itâ€™s Super Bowl week in the US and in honor of all of the marketing hype that this represents, I thought Iâ€™d have some fun. I would like to comment on some celebrities that I would like to see used in advertising for the BlackBerry brand. I am a realist and so do not expect any of this to actually happen, but then again I was also foolish enough to recommend that RIM spend the big bucks on a Super Bowl ad. So, thoughtful readers, please indulge me in my flights of fantasy.
Iâ€™d like to state that what prompted my thoughts on this was reading many others say that BlackBerry needed a better consumer marketing campaign, and then almost invariably adding a recommendation to use some celebrity like Paris Hilton. In fact, Iâ€™d say that Paris Hilton by far is the most recommended celebrity spokesperson on the BlackBerry blogs (Not this one, mind you – Steve); it seems that everyone just kind of thinks of her first.
Thatâ€™s natural; sheâ€™s seen as a symbol of popularity with teenagers, she was once associated with a Sidekick marketing campaign, and she is always caught in photographs using a BlackBerry. But surely, I thought, we can do better than that. Here are my suggestions at doing better:
Norah Jones. Sheâ€™s classy, sheâ€™s attractive, and she is hugely popular with a large age demographic as well as a more affluent demographic. Imagine using her new single â€œThinking About Youâ€ as the backdrop to an ad showing a couple BlackBerryâ€™ing each other. If RIM wanted an attractive young female singer, she would be the one. I would take one Norah Jones over the whole list of troubled teen stars like Paris Hilton, Lindsay Lohan, Britney Spears, et al.
Wyclef Jean. Again, another class act. Heâ€™s popular in the hip hop world and seems like he is very tech savvy.
Matthew Fox. The actor who plays Dr. Jack Shephard on the hit TV show â€œLost.â€ Dr. Jack would be the perfect spokesperson for an ad on how, with the GPS capabilities of the 88xx/89xx series, one would never have to worry about being lost.
Masi Oka. The guy who plays the cool Japanese dude â€œHiroâ€ in the show â€œHeroes.â€ He would have major geek appeal, and his characterâ€™s time-shifting powers would be a great way to position the magic of instant push email.
The BlackBerry is known as a solid, smart device and those representing the brand also should be seen in that light. Iâ€™ve attempted to identify celebrities with quality reputations who are popular with key demographic segments of the market. Each also has a unique image and identity that would add some fun and flavor to the BlackBerry consumer brand. So now I ask you, thoughtful readers: which celebrity would you like to see in a BlackBerry ad?
Steve’s note: Who would I like to see? Jon Stewart. He’s got a wider audience than most would expect, and appeals to both the sock/sandal and flip-flop crowd. Could be a good choice. Just my two cents.