Print and YouTube advertising is absolutely essential in getting the message out to everyday people outside of the hardcore tech scene that, hey, there's a new BlackBerry out and it's not what you remember. There are also some more imaginative campaigns going on, like the Keep Moving van tour and celebrity collaborations, which I think hold a ton of promise for those of us looking for something different.
For me, the real rubrick for the effectiveness of these ads are when I get questions about the Z10 independently from friends that aren't normally into this stuff. If your mom is asking you unprompted "How's that new BlackBerry?", you know that BlackBerry's marketing machine is working.
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