As a part of an unconventional marketing gimmick, the makers of BlackBerry Z10 aired an unusual 30 second ad on America’s most watched Super Bowl broadcast. This was aired as a curtain raiser to the launch of BlackBerry Z10 to the North American markets.
The out of the box concept Ad, takes the viewer by surprise, when the man’s sweater catches fire as he walks out of a store playing with his new BlackBerry Z10 swiping the phone’s screen the first time. The second time his lower body turns into elephant legs. The third time, the phone bursts into colourful powder, and the last swipe turns a crashing truck into hundreds of rubber ducks.
At the end of the commercial, Blackberry Z 10’s agenda is cleverly announced , “In 30 seconds it’s quicker to show what it can’t do.”
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BlackBerry’s Chief Marketing Officer Frank Boulben said in a statement, “In our debut appearance at the Super Bowl we knew that it was not feasible to communicate the rich experience of BlackBerry 10. We wanted to let people know that BlackBerry is back and that BlackBerry 10 is worth checking out.”
The Super Bowl is one of the most popular television event of the year in the U.S and is estimated to have drawn 114 million viewers this year. As much as the game, the commercials too draw a lot of attention. The event is also the most expensive event for advertisers, costing an average of more than $ 4 million for a 30-second spot on NBC according to ratings firm Nielsen.