Woah ! What the heck !? A BlackBerry ad on a gamer’s YouTube channel !? To be honest, I shouldn’t have been surprised, since BlackBerry users have reported seeing ads for the Classic on their Xbox. But I was.
Once I got over the surprise, the first thing that came to my mind was whether or not this is the result of the personnel changes in BlackBerry’s marketing department, namely, the departure of Jeff Gadway back in April of this year. My initial reaction was ‘yes’, but after giving it some thought, I figured it may have been planned before those personnel changes.
Until now, BlackBerry’s marketing efforts have been indirect, relying mostly on word of mouth and bloggers. And that made sense, given how much BlackBerry’s reputation was damaged. At that point, no matter what BlackBerry said, people weren’t going to listen to them. They made up their minds even before BlackBerry opened its mouth.
But thanks to the releases of the Passport, Classic and Leap phones, and all the new software and services, BlackBerry’s reputation is in much better shape…despite the efforts of the trolls, haters, US media and investors shorting BlackBerry’s stock. More people are now willing to listen to BlackBerry. Well, except for the haters, US media and shorting investors. The trolls will keep listening because they need the material. Anyways, my point is that it now makes sense to use direct advertising like this YouTube ad I saw.
I searched BlackBerry’s YouTube channel to find the video used in the ad. Sure enough, it was uploaded to YouTube on February 19, 2015. I’ll bet it was Gadway’s work.
I hope we’ll see more of these ads in the future. More importantly, I hope all those people who don’t use BlackBerry products and services see them.
Have you seen the ad ? What did you think of it ? Head over to the UTB forums to discuss it. If you haven’t seen the ad yet, you can see it here: