In yet another unexpected move from BlackBerry, Thorstein Heins introduced Alicia Keys, as BlackBerry’s Global Creative Director. Yes, you read it right, Alicia Keys. As I am typing this, the song “If I Ain’t Got You” is playing in the background.
It was sort of an unexpected move in the sense that she will be regarded as part of the BlackBerry team. I was expecting a sort of celebrity endorsement similar to what Microsoft did for Windows Phone 8 with Jessica Alba, but a position at BlackBerry? Was not expecting that.
I do think that this is a good move by BlackBerry, having a well known celebrity not only endorsing their products, but as an ambassador, advocating BlackBerry products. Personally I find her to be a very eloquent speaker at the launch event, and seem genuinely interested in the brand and its product. Compared to Jessica Alba at the WP8 launch event in which she showed off her own WP8 phone and how it suits her nicely, but ultimately seemed a little awkward.
Alicia Keys also revealed BlackBerry’s new campaign. Which you can learn more about in a quick abstract from the press release.
At this morning’s launch event, Keys revealed BlackBerry’s new “Keep Moving” Project, which engages BlackBerry users in exclusive and compelling experiences created by inspirational and multi-faceted artists, writers, designers, filmmakers, musicians, and athletes. Renowned film director Robert Rodriguez (El Mariachi, From Dusk Till Dawn, Sin City), and author Neil Gaiman (Coraline, Stardust, The Sandman) will join Keys as the first three “BlackBerry Partners” leveraging the power of the new platform to create original content and special user engagements. The essence of these creative projects is that they are collaborations between the artist, BlackBerry and BlackBerry users around the world.
Frank Boulben, BlackBerry Chief Marketing Officer said of the Keys appointment, “Alicia has tremendous reach, which makes her the ideal global creative director to inspire and empower creative people around the world to push the boundaries of the mobile experience. It is vital to our success to engage in a dialogue with creators and help them better succeed at what they do. We’re thrilled to have Alicia’s insight and passion shape our brand and grow our business.”
For more info about her responsibilities, and her “Keep Moving” projects, check out the official press release below.
Credits to BerryReview for the image and press release.
