2/4/2013

BlackBerry is using face-to-face demonstrations and a campaign from singer and new global creative director Alicia Keys to show off the capabilities of the new Blackberry 10 operating system and encourage word-of-mouth marketing. The "Keep Moving" campaign will feature Keys, film director Robert Rodriguez and writer Neil Gaiman using the BlackBerry phone to create content. The company also ran an ad during the Super Bowl to get viewers to check out BlackBerry 10 online. Executives say the company will be watching customer buzz as a key metric of success.

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