BlackBerry maker Research in Motion will roll out the biggest marketing campaign in its history to push its new operating system, highlighted by a Super Bowl spot.
The campaign will be rolled out this week to support the Wednesday launch of the BlackBerry 10 OS and the first two smartphones to run on the platform.
BlackBerry is reportedly spending $3.7 million on a 30-second Super Bowl TV spot in the US alone. The game will take place this Sunday.
The new operating system's launch is expected to be a make-or-break moment for the struggling handset maker. It disappointed analysts in June when it delayed the launch until the first quarter of this year due to it being “more time-consuming than expected.” At the same time, the company revealed it will slash 30% of its 16,500-strong workforce.
In addition to the 30-second TV spot, BlackBerry will also run a large-scale digital and social media campaign to support the launch, including engagement with BlackBerry fans on Facebook and Twitter. Social media activity will include a number of promoted posts and sponsored story ads. AMV BBDO created the global campaign.
“A Super Bowl commercial is a great opportunity to show the redesigned, reengineered, and reinvented BlackBerry to tens of millions of consumers on the largest advertising stage of the year,” said Frank Boulben, CMO at RIM. “BlackBerry has 30 million social media fans, and we've looking forward to continuing to encourage them and all NFL football fans to see the power of BlackBerry 10 for themselves.”
The new OS is rumored to include a video-calling function within the brand's BlackBerry Messenger service in a move that will pit it against Microsoft-owned Skype.
BlackBerry is hoping to launch six smartphones on the BlackBerry 10 OS by the end of the year.
This article originally appeared on the website of Marketing, the sister publication of Haymarket Media.