BlackBerry, which changed its name from Research In Motion on Wednesday as it introduced its next-generation smartphones and operating system, will back the rollout with the largest marketing campaign in the company's history, a $200 million blitz incorporating six different agencies. Among the work will be BlackBerry's first Super Bowl spot, from Abbott Mead Vickers BBDO, its creative and branding shop. Across all channels, including digital, social, CRM and PR, "the hero will be the product. ... Each piece of marketing will showcase a feature of the user experience," says Chief Marketing Officer Frank Boulben.
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