Things are about to get crazy... announcing CrackBerry's BlackBerry 10 Launch Campaign Headquarters!

By Kevin Michaluk on 11 Jan 2013 12:24 pm EST

To say we're excited about the launch of BlackBerry 10 would be a massive understatement. We've been waiting literally years for this and it's a hugely important platform and product launch for BlackBerry. There are no second chances here. BlackBerry is ALL IN on BlackBerry 10. And so is CrackBerry.

At CrackBerry we're going to tackle this launch like never before. Heck, we're going to be doing things in the weeks ahead that no other site / publication / community has ever done before. Things are about to get CRAZY around here.

I'm flying home from CES in Las Vegas today, packing up my things, and next week am making the 24 hour roadtrip from Winnipeg to Toronto. We've rented a wicked downtown location for a month that we're turning into CrackBerry's BlackBerry 10 Launch Campaign Headquarters and we're going to be bringing the CrackBery crew together as much as possible. Bla1ze is flying in from Halifax. Adam is making the trip from Jersey. Simon is coming in from Ottawa. Chris Umi and Zach live nearby and will be dropping in regularly. James Falconer, our Community Manager, and Jay Hum (my future bro-in-law) are going to join in on the roadtrip too. 

WE HAVE SO MUCH TO DO. We're getting close on launching our big site redesign. Pushing live on this is a daunting undertaking, so we need to have as many people in the same room as possible helping out. We also have our new CrackBerry app for BlackBerry 10 coming. And of course, BlackBerry 10 itself is almost here and there's going to be a TON of content for us to write and produce. This isn't just a new BlackBerry hitting the market. This is an entirely NEW BlackBerry. And we're going to be working around the clock to deliver the content that BlackBerry 10 owners need.

Picking Toronto just made sense. We're a quick ride to Waterloo -- BlackBerry's hometown -- a quick flight to NYC, and Toronto is always a major BlackBerry hub. Our new temporary headquarters will be running around the clock, and with all of us together we'll be doing things we just normally could never do when were spread out. 

Stay tuned and be sure to visit CrackBerry often. This is going to be one wild ride.

Reader comments

Things are about to get crazy... announcing CrackBerry's BlackBerry 10 Launch Campaign Headquarters!


Does Kevin not look a bit like a male Ashley with those glasses and long hair? haha kidding of course kevin...

Awesome see you here in T.O.

i was thinking he looked more like a glamorous pirate thanks to that black play button over his right eye plus it looks like he's saying "arrrrrrrrr!"

I was thinking more of a Miami Vice, Don Johnson, 80's era look. But, he won't be able to cut it off now that he is used to his "new " look.

at the end when he said it's like crackberry being crackberry, like crackberry being on steroids... he really meant on crack right? not steroids, but crack? hahahaha

Where abouts are you guys located in Toronto? Right in the downtown core or outside of it?

He said downtown Toronto! There is no "outside of downtown Toronto" lol.

You're either Downtown or you're not baby!!

Toronto - hometown still here.

Kevin hope to see you there! Yes I've ranted about your site (FRAKING FINALLY AN OVERHAUL AND HOPEFULLY MOBILE BROWSER EFFICIENT!) and your articles. I'm hoping we can have a quick talk and hopefully future articles will be a bit more indepth (even with the "update" tag and extra to originally posts).

CrackBerry nation is growing up ... yes we love the hype, yes we love your mad enthusiasm ... but we want MORE! Use your connections, prime them to allow you to divulge more information that common humble blogs such as mine ... do more indepth interviews (ask the hard questions).

I'd like to see CrackBerry come across not just for the consumer fans ... but also for the corporate fans/users as well and not just limited to the forums.

Now this is an excitement that CrackBerry users deserve: BB10 Launch, a townhouse HUT for BB10 info, swag, launch after party, etc.

PS: IF one looser shows up saying "RIM RIP" or "RIM is DOA" we dunk that fool in dog pee and chain him to a light post naked! Front facing out! with a tag "you've been cracked by a berry!" (ok a bit childish but kidding).

LOL!! You just made everyone in the cafeteria think I'm crazy since I'm sitting here alone reading this and just literally laughed out loud.

Newark airport is a joke. They did a "random" search of all my bags and carry ons when coming back from dominican. They actually SLIT the lining of my carry on as they thought i had coke or something??? Never the less it took 45 minutes and I ended up missing my flight. Had to stay at the howard johnson hotel. They gave me food vouchers but never the less it was a disasterous experience

Not only that, I think Kevin mentioned he volunteered you to eat a clove of raw garlic a day during the launch period. LOL.


O boi! Very exciting! I can't wait for the NEW Blackberry 10 and everything that comes with it....Crackberry rules!

Will you have a nice glass wall that gawkers like myself (who live in T.O) can come and watch you big-brother style?

Oh, and Kevin, have you scheduled the live-stream haircut yet?

Love it! will be very exciting. Can I come visit the condo? Hahaha sounds like a party. I should have my BB10 on launch day :D Very excited!

Im about 30mins away and would definitely attend any crackberry event in T.O. Also, is there anyway members of the public can attend the actual launch event? Just curious.

Oh I almost forgot... 1st post ever!!!

So excited to see this all happening too! I'm up in Vaughan (north Toronto) so I'm glad to see everyone converging on my home city for the Blackberry Launch! Awesome! Can't wait! I'm permanently tuned to Crackberry!

Kevin... I never got around to adding your voice to my talking clock app but eventually hope you'll let me add it someday on the BB10 version! Woohoo! Go RIM Go!

Would be cool to meet the team. You guys going to be putting aside any time to meet some of the Crackberry Members?

The Team is going to be spent after that month long event. They better pick their vacations spot now; won't have the strength to even lift a brochure after the launch. I'll compare this video and Kevin's energy to the one he posts after the all is over.

RIM should have you guys on marketing payroll. I know, I know, journalistic integrity, unbiased content, yadda-yadda...

Even so, go on you guys for drumming up excitement like no other :)

When the CEO calls you first when he gets the job and comes and hangs out at your party in vegas. You know they see the value in it all. Even if its just throwing these guys phones or helping out there accessory sales I'm shur they show the appreciation.

To the poster that insulted my Ashley ............... please, she is beautiful!!!

Back to work, .... great news Kevin, I need you to work hard so that I can get richer on this BB 10 launch, do everything you can to get the message out there! Go RIM!!!

Why on earth are you making that drive in the middle of winter?? Nuts!! Could almost be entered in and of itself in the 'What would you do for BB10' competition LOL!!

Thats an easy one, hundreds of kilos of computer and podcast gear. You try getting on a plane with all that and watching it be stolen or broken to say nothing of the baggage fees.

Its practically spring here in Toronto, not sure how it would be like for his drive, but as soon as he gets here he'll hit 10+ degrees,(Celsius of course) blue skies, and a gentle breeze. AKA My favorite weather also Spring (or spring weather) is the best time to start growing your BlackBerry Bushes.

RIM Dev events have been great. Now, it's time to line-up events for in-store staff in big cities (not just execs/managers, store staff). Show store-staff a preview of BlackBerry 10, let them play with it, show them some love and they will amplify it to ALL their customers!

Do it, RIM, do it! Events for in-store staff!

I really want to see a video of Thorsten cutting Kevin's hair!!! I think he owes you big time.

Rockin' the 9900

Will Kevin cut his hair after launch, lol. Yes, Toronto will be where it is at...Now where the heck is the launch venue and who do I bribe to to get in?

Perfect opportunity for marketing would be at the Super Bowl on February 3rd. Captive audience of approx. 200 million.

I know who will get the Overnight shift. (Bla1ze) And Adam if you think its cold in Jersy wait till you get to TO.

Good stuff. Would like to see some Z10/X10 giveaways - ideally with the box signed by Mr. Heins and the Crackberry gang. Kevin can you make this happen?

Kevin, can you guys get us hooked up for a bb10 launch party too? I want to come out and support the bb brand! PS. I know I am one of the ten winners for the bb10 phone so just send me one now :).

Seriously though, tell Thor he needs to rent the Rogers center so we can have a massive crackberry bb10 launch!

Words I never want to speak as I live in Arizona...... "I am going to Toronto in January." Although I might consider an all expense paid trip from CB!

Hey its raining in Toronto right now. 10 degrees and 14 tomorrow. What little snow we had is melting and will be gone. So the roads down here are fine.
Now if I could only pull out my MXZ-X 600 E-TEC!!!

10 degrees and 14 tomorrow in Canada, and were complaining 36 degree here in San Jose, California.. haha..

The weather in Toronto isn't any different than NYC/NJ. We barely ever get snow here anymore. Last year winter was like an extended spring. We've had one snowfall so far and that was back on December 26th. Nothing since then and it's all melted away now.

I hope that on launch day (should devices be available from carriers) there would be a rep from a mobile phone vendor like Wireless Wave or even a BBMobile or FS CellShop kiosk so you can buy and register the device RIGHT THERE, ON THE SPOT, at CB Headquarters.

Or, perhaps there will be an in-store event by CB at, say, Future Shop Yonge & Dundas? Rogers head office at Mount Pleasant and Bloor?

I would like nothing more than to purchase and activate my new Virgin Mobile Z10 at a CB event and get on it right there, with many of my CB compatriots at my side, with whom we all giggle like the 12 year old girls at a Justin Bieber concert that we will become. Ok, that's a bit weird... but dozens of BB fans at "ground zero" for the BB10 launch? It WILL get weird.

Yonge and Dundas would probably be the best spot to get the most attention. Wherever the CB team decides to set themselves up on launch day is where you will find me. I'll be the one at the front of the line from the moment they make it official. (I hope they don't announce where they will be too early because sleeping outside in February in Toronto will be COLD!)

Holy shit! This gets me too pumped!!!! I might even bump into kevin... Who knows?!?! I bike allot downtown. :D

* BlackBerry by choice *
If you guys are really going to be podcasting daily and throwing tons of content up on CrackBerry like that then the little bit of sleep I'm used to getting is well gone. And although better spent devouring that content I might be too shot to remember it lol. :)

Cheers to the mighty RIMpire!

I am SOOOOO in for a visit, huge BB fan. Not very vocal on forums but HUGE BB fan.
I would love to come visit the location. Buy you guys a round of beers!

I wanna know how Kevin hit those high notes at the end :) Did he elude to something to do with "Crack"?


Guys.. I'm eager for BB10 too, even stopped by an AT&T store to ask yesterday.

.. but guys.. its a smartphone, its not the Curiosity Mars Rover..
in twenty-three months we'll be throwing it away for the next uber-widget!

Ah, long time crackberry reader and comment/forum lurker here... this post finally made me register :)
I live right downtown, *blackberry by choice* and FIRED UP for BB10!
I hope there are tons of get togethers around TO, formal or not, in the coming weeks that we can all find out about through Would be great to share this landmark moment with other fans.
Thanks to the Crackberry team for being so dedicated. If you spot a guy with a P'9981 that answers to Frobozz, he has a drink with your name on it!

Wow, It sounds really really good, I can't wait for it. I'll be verry happy those days. You will ''shoot'' us with new interesting news :P:P

Of course it counts Adam! Most of us have known for a long time that most of you guys are full-timers - and doing a great job BTW!

@Camfella It confirms Team Crackberry *are* doing their jobs - and fine ones too! Without them we wouldn't be here in the first place. :-)


I do my research! check my blog and I'll assure you a LOT of people find my research compelling!

Regarding CrackBerry ... Kevin has been featured on Bloomberg in an interview just a few months ago, and this site has been mentioned in quite a few panel videos recorded and sourced by Bloomberg staff themselves!!

Take a search.


[quote]Kevin Michaluk, who founded fan site after “crackberry” became Webster’s 2006 word of the year, says traffic has stayed level as international users replace those in the U.S. RIM outshipped Apple by a margin of more than 3-to-1 in the Middle East and Africa last year and BlackBerry outsold iPhone in Latin America 5-to-1, according to research firm IDC.
Michaluk said he likes that a BlackBerry allows him to be more efficient, by emphasizing fast messaging, as opposed to helping him waste time with games.
“People’s priorities are so messed up because if they actually knew the BlackBerry experience and how much faster it is, they wouldn’t use the other phones,” he said.[/quote]


I'm unable to find the BloombergTV featuring Kevin's interview but what I've provided thus far should provide enough bubblegum for your chops. So, I implore you to do your own research before you post.

especially for you:

Why won't it shock me if we find out this guy in the video owns massive amount of assault rifles and automatic machine guns?

Is Kevin a Canadian (citizen) or just born in Canada and defected to American citizenship? I've always wondered. Didn't he say he's packing at home and flying from LA or did I get that mixed up??


I think its time to do a new BBM challenge ... BB10 Launch Party Style!!

* How many users can be added (globally)
* post up big events (interviews/swag/contests etc) in BBM Group Calendar,
* How many users can BB10's BBM can hold and actively work?!
** See if this can considerably beat the old record!!

This would really highlight RIM and CrackBerry in a surpreme light along with stability!! I'd LOVE to see The Hub go nuts with BBMs!!

No HUP for me ... purchasing full retail on day 1 that Telus has this!

I think the winner of a CrackBerry Nation contest or drawing should be flown to Toronto for the launch and get to be the one who cuts the first locks of Kevin's hair! Better yet, just pick me cause it was my idea ;)

Better start clicking on those Ad links and buying from the CrackBerry Store, kids! Those downtown condo's are not cheap!! =)

Make it a Big Brother type live reality show in the Crackberry house, lol. I don't think I want to see what Blaize gets up to on the webcam at 4am though :)

Hey Kevin. I'm in downtown Toronto so if you guys need any extra help, give me a holler! Probably going to be skipping class to watch the launch event if its going to be broadcasted online.

Still got my dev alpha and I'm waiting until the last minute to send it in for my Limited edition BB10. Haha.

Kevin, will public be able to go to the headquarters and see it all in action and meet you guys at all? I would love to stop by, see all the action, and actually play around with a Dev Alpha and not use the boring BB10 Simulator!

Booked Jan 30th off work for launch, I'm all in.

Kevin Pick a bar and make it the house of Blackberry. Make it the point of contact for all things BB. You can hang out there after hours and think of all the free drinks you could get from all the hardcore BB users ;)

How 'bout the Keg Mansion at Jarvis & Wellesley? Classy joint.

For something closer to a subway stop and a little more "down to earth", there are lots of pubs to choose from.

The Dickens
Irish Embassy
The Madison

The Irish Embassy is near the financial distrit
The Madison is in the "Annex" near University of Toronto
The Dickens is near Yonge / Bloor (south of Yorkville, you know, where all those movie stars hang out when they're in town for TIFF)

I'm reluctant to recommend a chain restaurant, but there's a "Milestones" at Yonge / Dundas (above the flagship T.O. Future Shop store) if that appeals to you.

We need an actual event page for such a thing too. People constantly make threads for launch parties, meet up, etcs. but it never happens. It just always fizzles out. This needs to be orchestrated by crackberry

The Keg Mansion in Toronto doesn't take reservations on Friday or Saturdays... but the 30th is a Wednesday... but also, I think you could book a "party room" there which is different than a table reservation, which would be fine with them I'm sure, especially for something that is as high profile as the official BB10 post-launch party!

but on second thought... why not book Casa Loma? The first X-Men movie used Casa Loma as a location for the X-Mansion (built in GEEK cred... Hugh Jackman and Patrick Stewart have been in that building!) I believe it can be licensed, so the event could be an outright BASH in a CASTLE.

What could be more perfect?

Madison is NOT in downtown Toronto ... (the Annex is near Dupont Station area bordering Dupont Street north of Bloor); personally I consider anything South of Bloor "downtown".

Irish Embassy is a GREAT spot but maybe a bit too "posh" for this kind of event - unless we see a few bankers there traders/investors/admins normally stop by there. But its a bit small.

There is another bar right at Front and Yonge (cannot recall the name just across from the old O'Keefe centre now the Sony centre). Great drink.

But the BEST is the Beir Market ... big bar, PROPER worldwide drink selection (yet STILL doesn't serve Innis & Gunn grrr) and can hold a LOT of guests - 500+ if you cannot the neighboring bars.

Another spot is just at the foot of University at Front (right at the split to head west at the corner - cannot recall that bar but its a proper watering hole, not some posh joint and everyone of all walks can feel comfortable there.

The Madison is just north of bloor, steps from the spadina subway stop, so let's not split hairs.... Its proximity to U of T is the significant factor... Another is the expected turnout... And whether having a "stage" for speakers is required... The Madison is too broken up for that kind of thing.

I wager the RIM event will be at a downtown location... The convention centre? A hotel? (god please not the tRump) or even the Carlu? ACC? Any guesses there?

This is so going to make HUGE media buzz around Toronto and beyond, tv,radio,internet,many clebs in Toronto at any given time, all leading up to Jan 30 2013.


That is awesome news. I am driving into TO on the 30th for another meeting but I would love to see if I can make it to an unofficial party after the official launch party.

I am assuming there will plenty of alcoholic beverages flowing at the Crackberry HQ..? Maybe some Blackberry wine? ;)

LOL - awesome


in the time of your life, live so that in that good time, there should be no ugliness or death for yourself or for any life that your life touches, seek goodness everywhere

The Second Coming of RIMM is earmarked by the launch of BB10!

In the smartphone/mobile computing world, Jan.30th should be then celebrated annually!


I work downtown, so i'm scheduling a lunch date/dinner with the Crackberry crew! Might has well have a crackberry get together at the condo!

I really absolutely don't think there is anybody out there that is more passionate than Kevin and the Crackberry team when it comes to this industry. I have great respect for everybody. BB10 Let's go!

Wow... They're gonna run out of things to say after a couple days.... Then what LoL... 'Most' everything bb10 has already leaked out... What more (other then a few minor surprises) is there to even blog about? I love the hype... But really? Its a smartphone... One that... Sure a lot of us die-hards are excited for.... But we are a small minority... Just sayin...

Wow. Awesome... Can't wait then... LoL!! It just feels like SO much has been reported on already... But if there's more - then I honestly can't wait.

Yeah, I'm quite hindered by the reality of the past 3 years. So sorry... I believe it when I see it (yes I believe all the leaked info we have), unfortunately the "surprises" at launch gig, yes - I am very doubtful that it'll be anything significant. IMO we have seen the 'most' of it already in the many leaks that have transpired over the last few months.

Kevin, that's what I want to hear from you, because I go on literally 50 times a day looking for new articles and most of the time I'm disappointed, but I understand the situation, the lack of news, but from now on the things are gonna change.:)

You have to be joking. Do you expect things in the tech industry to change 50 times/day?? How long do you think it takes to hear a story, do the research, and post about it? How many people do you think work for CB? I hate to be rude, but think before you comment.

So I had my wife go to Future Shop and the rep's had no idea about this and were no help. Then she went to Best Buy and the rep there said they do not sell out right and that I would have to take a early activation for my contact. I just looking to buy out right anyone know where I can just buy or pre order to buy out right.

Just a thought to pass along. Get some jersey style BlackBerry shirts made up with colors Black & White, the BB Logo on the front, and on the back put your names or just BlackBerry with Z10 or N10 typically where the numbers go.

Then since you guys will be in Toronto and NYC for the launches, shortly thereafter attend a Leafs/Raptors and/or Rangers/Knicks game at their respective arenas (hopefully) with BB10 devices in tow. Sorry Islander fans but they don't get the same exposure as the Rangers. Great (and free, ableit the price of the tickets) advertising.

where is this house?! wish i knew before i booked my hotel room. im flying down on the 3rd for the Enterprise forum RIM is having. will you guys be there too?

That's so exciting!! Toronto rocks! Does that mean that some of us Crackberry members get to meet some of you talented people?! :) My husband got me into BlackBerry several years ago, and now I am a true-to-heart BlackBerry supporter! BlackBerry 10 all the way!! Don't believe me? Check out my Twitter! I posted some pretty cool make-up pics of my love for BBM @sharranw :)

the comments in this article seriously cracked me up hahaha. either way i'm excited for BB10!! can't wait!!

You've probably already have the Thompson Hotel rooftop booked out for the CB BB10 Launch party right? Open Bar?

What an AWESOME idea guys. Thousands of articles?

I hope I can focus and get my own work done...

Hey Kevin ...Did you make the Rim stock price jump up more than 13% today by your surprise announcement ! Seriously, I hope you can also swing something like getting the CN Tower in Toronto to light up "BB Z10" on the night of 30th Jan. .... that'll be so "sick" if you can get it done

LEts Party!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!BB10 COming SOOn!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

lookin' forward to the new CB site almost as much as "10",,, can you please make it so the Mobile Nations download doesn't pop up??? kind of annoying closing it 3 or 4 times when i log in,,, thanks...


Wow. I cannot believe all the excitement and genuine love for this company. This is just absolutely amazing.

WooHoo, woot!! It's happening baby. And to think some morons were saying RIM/Blackberry was dead.

Just wait until BlackBerry 10 is on sale to the public!!

BlackBerry forever.

Kevin is so excited that he forgot the cut-throat gesture at the end of the video, lol

What a great idea coming to Toronto.
Book Yonge / Dundas square, and do some sort of showing. Everyone gathers there for the exciting stuff. It's great that you are coming this way. All the snow melted today, and the weather is pretty good.

Great to have you here.

Crackberry coming to Downtwon TO! Awesome.
The plus side: I already leave there and am 5mins from Dundas Sq.

Well, for when you guys get here... Welcome to Toronto! Wish I could attend everything but sadly I have a severe lack of invitation... that's ok though, I'll just keep it all locked here instead. many excited people. You guys should rent a community hall and have a party while watching the launch webcast.

speaking of all in, no way you can cut that hair. pride of the c-nation? certainly. looks killer? check. ultimate social crack-status? indeed. yes sir, the hair stays.

Yeah Kevin. Let the hair grow. Just trim it a bit. How many months has it been since your last hair cut?

Kevin.....can you do me a favour and ask RIM to clarify a couple of things that may be a concern for me with respect to the BB10 launch:

1. I read on some posts that there a camera demo, with time shift feature using a dev alpha device, to a reporter who reported that the camera was laughable in that there the camera action was pathetic (I.e. buggy). Hope this camera was an earlier device and that the problem is now fixed. You sure hope RIM is smart enough to fix any bugs before the launch.

2. There was a post that the BB10 would retail (before any discounting) for $800 which, based on other comments, would scare a lot of potential convertees away! RIM needs to aggressively price the z10/x10 say $25 to $40 below the starting price of the base iPhone 5 to get lots of people converting to BB10. Once there is traction and word gets out that the BB10 is great than RIM can charge the Aristo (4.65" screen) the same pricing as the IPhone.

I hope that RIM has learned from their missteps from the past and need to get as many devices into the smartphone users' hands and have great user experience and the two concerns needs to be addressed!

I would Price the Z10 the same as a 32GB IPhone 5, not that the IPhone 5 is as good as the Z10, just that RIM needs to make money and the IPhone 5 is severely over priced..

If you can't afford $800, RIM will have lower budget phones coming soon with BB10 os on it that you can get.
This phone will be the phone for people that want the best possible mobile experience with the best possible look.

And for your question about the reporter. Do you actually believe him?
Robert Scoble said that he likes the new BB10 a lot. If you don't know who this guy is, he's popular for hating everything about rim.

What I am saying is that RIM should not charge a super premium price for the entry level (16 gig) model that is significantly higher than the IPhone 5 otherwise they are pricing themselves out of the market. There may be 20% to 30% of potential new BB users that would stay away because its overpriced. I have read many many comments complaining that if the entry level is $800 that they would rather buy another phone for a lot less than $800 for the BB10. Just think about it........if iPhone sells for$180with a 3 year contract and $580 ($400 carrier discount) and you sell similar spec Z10 for pre-carrier discount price of $800.....that is $220 more than the iPhone. You will lose a lot of potential new converts? Does this make sense?

Where is this campaign headquaters? I own a restaurant downtown T.O, free lunch for the Crackberry crew for working so hard to bring us all we need to know about BB10!

Or maybe this is a good idea for the "what would you do for BB10" contest..... Is it too late to enter?

Free lunch for the CrackBerry crew?
Man, you guys are the best.

Kevin will have a bowl of spiders and horse ears, with a glass of warm goat blood.

PLEASE: Moratorium on use of word "literally" by all reporters/blotters, etc until y'all really know how to use it .. Reading it so often makes me pull my hair out- figuratively at first, but now literally, with the tufts to prove it..... Get it?!?

As you can tell by my name, I'm in TO. Thrilled to have you guys! Been trying to figure out how to get into the launch party. I rarely post but I read almost daily. I'm a crackberry all the way. Counting down the days. Would be amazing to meet you all at a crackberry BB10 party.