The BlackBerry Torch is a marketing challenge for AT&T and RIM notes an article in Advertising Age. There were no long lines for the first day of say of the BlackBerry Torch and RIM is swimming up stream against the cacheof iPhone style and touch. Ad Age suggests that to compare the BlackBerry Torch to the iPhone won’t work.
According to the our survey of reviews, the BlackBerry Torch received decent reviews but when compared to high-res high end smartphones, it lacks a full luxury feature set. In the meantime, ads and events are trying to change the image of BlackBerry from business to pleasure.
Early ads concentrate on Blackberry users. The first TV spot shows off Torch’s touchscreen, web browsing , and social-media streams. It closes with a shot of the familiar BlackBerry keyboard.
The full-page newspaper print ad propounds: “Introducing everything
you want” next to the BlackBerry Torches touchscreen and “With the one
thing you need” beside its pull-out keyboard.
The second TV commercial shows business people with Torch phones going
through their routines where place the subway, elevator or
plane have transformed into roller coasters or other amusement-park
rides. The video follows. The song played is that 50’s Buddy Holly tune “Every day, it’s a getting closer, going faster than a roller coaster. Love like yours will surely come my way.
The voice over states, “Business meet fun. Fun Business.”
The question Ad Age didn’t ask is why would a customer on AT&r who
can buy an iPhone for about the price get a BlackBerry Torch? The user
can get away with a lower priced data plan, if he/she doesn’t go video
download crazy, because BlackBerry data is not only encrypted but
compressed.
RIM is really trying to appear hip, They are holding after hour special/events parties called the BBM lounge where BBMtinis are served. Celbebrities attending included, Mel B (Spice Girls/DWTS), Mark Salling (Puck from Glee), Quinton Aaron (The Blind Sidr) and te Alchemist. Also attending were many women in very short skirts and strapless tops. Those gals probably never even heard of Buddy Holly, who recorded “Every Day” in 1957 with Jerry Allison slapping his knees for the beat. The bell sound was a celeste, played by Vi Petty, Norman Petty’s wife..