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Justin Bieber could have been the face of BlackBerry around the world

Posted: , by Alan F.

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Justin Bieber could have been the face of BlackBerry around the world
Would things have turned out different for BlackBerry had Justin Bieber been the face of the Canadian smartphone manufacturer? A recently published report covering the history of BlackBerry included an interesting story. Before the introduction of BlackBerry 10, Bieber approached the OEM with an offer. In exchange for $200,000 and 20 devices, the singer would be BlackBerry's Brand Ambassador.

A former senior business development manager for BlackBerry loved the idea. He tried to get BlackBerry's marketing team to go along with the idea, explaining how the fact that Bieber is Canadian, just like BlackBerry, could pull in some more home town business. He also tried to get the BlackBerry marketing team to understand how much teeny-bopper business BlackBerry could obtain from letting Justin Bieber become the face of the company. And all it would cost BlackBerry would be $200,000 and 20 phones.

While it sounds like a win-win for BlackBerry, the latter's marketing team wasn't sold. They felt that Bieber was just a fad. As he was getting tossed out of the marketing meeting, the senior development manager who pitched the idea of using Bieber, said that the singer's career might outlive RIM. And it looks like he might be right.

"One thing we missed out on was that Justin Bieber wanted to rep BlackBerry. He said, “Give me $200,000 and 20 devices, and I’m your brand ambassador,” basically. And we pitched that to marketing: Here’s a Canadian kid, he grew up here, all the teeny-boppers will love that. They basically threw us out of the room. They said, “This kid is a fad. He’s not going to last.” I said at the meeting: “This kid might outlive RIM.” Everyone laughed."-Anonymous BlackBerry executive

Instead, BlackBerry went ahead and signed Alicia Keys to be BlackBerry's Creative Director. Did Keys' appointment ever amount to anything? The company had to write off $900 million in unsold BlackBerry Z10 units, Thorsten Heins is gone with his wallet fattened by $22 million of BlackBerry's cash, and CMO Frank Boulben is history. Perhaps Justin Bieber wouldn't have changed any of this, but on the other hand, BlackBerry could have had a connection with the teens right now instead of the iPhone.

source: BusinessWeek, TheGlobeandMail via MapleSyrup

40 Comments
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posted on 05 Dec 2013, 22:00 22

1. Derekjeter (Posts: 141; Member since: 27 Oct 2011)


I honestly dont know why this ahole is famous.

posted on 05 Dec 2013, 22:07 7

4. Sauce (Posts: 1074; Member since: 28 Apr 2013)


Idk why you are famous still. Give me a better season next year please ;)

posted on 05 Dec 2013, 22:31 2

7. PAPINYC (Posts: 2044; Member since: 30 Jul 2011)


He's famous because prepubescent girls need some kind of teen pop idol they could never have or touch to fantasize over and idealize (in the psychiatric sense); just like The Beatles in the 1960's (I think). It's usually scary little ugly ducklings with freckles and glasses who can't get boyfriends and suffer from underlying nervous personality disorders. But, i digress, Bieber Fever is no joke (I also know on good authority that he drives transit city buses for recreation). Blackberry was dumb (with a Capital D-U-M-B!!) not to take him up on his offer; he was practically giving himself away to them. They deserve their deathly fate!!

posted on 07 Dec 2013, 22:27

34. reckless562 (Posts: 545; Member since: 09 Sep 2013)


because he was (have to give credit to where its due) a bad ass durmmer as a lil kid and promoted his playing on youtube and everyone saw how bad ass at DRUMMING he was..... i guess the rest is history.
idk, but i hate how all the white artists are getting songs to perform that just dont fit their image (ex. miley and the 'J's on my feet' song) and how theyre getting alot of the dope beats. i know its a business decision, "hey, i like that sound, and Hey! they LOOK like me too! therefore im a fan and approve!" but it gets anoying. yea hip hop needs comercialisim to survive ultimately but the selling out to the highest bidder is what i hate. eminem is an actuall RAPPER whos dope when he's actually RAPPING n not tryna sing, so dont come at me talkin shizzle bout im a racist or something.

posted on 05 Dec 2013, 22:01 20

2. jckceric (Posts: 10; Member since: 02 Apr 2013)


i could see teens buying a blackberry just because bieber had one

posted on 05 Dec 2013, 22:14 5

6. UnlimitedSkye03 (Posts: 18; Member since: 27 Apr 2012)


If that happened, blackberry wouldn't be sinking

posted on 05 Dec 2013, 22:33

8. PAPINYC (Posts: 2044; Member since: 30 Jul 2011)


He actually has one and it's paired off with a nice set.

posted on 06 Dec 2013, 07:24 2

24. lalalaman (Posts: 231; Member since: 19 Aug 2013)


Then bb would have lost their regular customers in the gain of teenagers

posted on 05 Dec 2013, 22:03 6

3. aquariumdude (Posts: 40; Member since: 11 Jan 2012)


Blackberry is already in trouble. They don't need this now. :(

posted on 05 Dec 2013, 23:45

11. Diezparda (Posts: 102; Member since: 23 Oct 2013)


nah they make it double

posted on 05 Dec 2013, 22:13 4

5. GeekMovement (Posts: 1497; Member since: 09 Sep 2011)


Lol. Fangirls might buy blackberries and it would have been a good way for them to get some sales, but the blackberry brand reputation for me would have sunk. Still, $200,000 and 20 phones would have been worth a shot rather than just writing off $900,000,000.

I don't think that marketing team really understood much about entertainment these days. As terrible as it would have been for Beiber to "represent" Blackberry, it might have helped them in terms of money.

Ah well blackberry would have failed for me either way. They could've just taken the more reasonable approach and make the prices more reasonable in the first place along with better handsets, but I suppose they tried their "best."

posted on 05 Dec 2013, 22:46 10

9. xperiaDROID (Posts: 4822; Member since: 08 Mar 2013)


Justin Bieber will destroy BlackBerry even more, just look at his face, it will remind you of the girly song "baby baby oh...". No one is gonna buy a BlackBerry with this ahole around , why not find the famous ones like Psy or Ylvis?

posted on 05 Dec 2013, 23:59 1

12. NedStarkLeMadrilene (Posts: 10; Member since: 26 Oct 2013)


ahahahah OMG! I laughed so hard man!! That made my night lol

posted on 06 Dec 2013, 00:28 1

15. eisenbricher (Posts: 964; Member since: 09 Aug 2012)


Same xD Day in my case.. lool

posted on 06 Dec 2013, 07:25

25. lalalaman (Posts: 231; Member since: 19 Aug 2013)


Psy...is ok but Ylvis?????

posted on 05 Dec 2013, 22:59 5

10. tiara6918 (Posts: 1242; Member since: 26 Apr 2012)


That gay Bieber could have made a deeper grave for bb if he was the endorser

posted on 06 Dec 2013, 00:02 10

13. Sniggly (Posts: 6490; Member since: 05 Dec 2009)


If Robert Downey Jr. can't save HTC, Bieber sure as hell couldn't save Blackberry.

posted on 06 Dec 2013, 00:28 2

16. eisenbricher (Posts: 964; Member since: 09 Aug 2012)


Words of truth.

posted on 06 Dec 2013, 05:47 2

23. EgyDroid (Posts: 68; Member since: 10 Oct 2013)


And Wisdom.

posted on 07 Dec 2013, 22:35

35. reckless562 (Posts: 545; Member since: 09 Sep 2013)


he COULD have if they stuck his ass in an IRON MAN suit!!! like everyone THOUGHT was gonna happen in the first place!!!! i dont even care about any of his other roles / movies!!! let alone know what they are!! i was SOOOO disapointed when i saw the add after AALL the hype n to watch the whole thing with NO ironman.... i was freaken Pissed Off n dissapointed!! whats the point of gettin him WITHOUT the ironman suit???? NOONNEEEE!!!!

posted on 06 Dec 2013, 00:19 2

14. avin007 (Posts: 139; Member since: 28 Feb 2013)


Nobody would have been enticed bcoz of this gay...

posted on 07 Dec 2013, 10:15 1

31. kanagadeepan (Posts: 590; Member since: 24 Jan 2012)


I thought justin bieb is lezbn

posted on 06 Dec 2013, 01:41 3

17. power_x (Posts: 184; Member since: 28 Aug 2013)


Huh GAAAAAAAAAAAAAAAYYYYYYYY

posted on 06 Dec 2013, 01:43 3

18. Davidparker (Posts: 10; Member since: 04 Nov 2013)


Leave that gay alone !

posted on 06 Dec 2013, 02:09 1

19. Sniggly (Posts: 6490; Member since: 05 Dec 2009)


Okay guys, I'm not a fan of Bieber by any means, but the homophobic slurs are not cool.

If I were to reason with you, I'd point out that Freddie Mercury, one of the best rock singers of all time, was flaming gay, and usually no one has a problem with him.

Make fun of Bieber because he's a sexist, reckless asshat, not because he doesn't seem manly to you.

posted on 07 Dec 2013, 01:39

29. nexusdude (Posts: 108; Member since: 22 Aug 2013)


Gay slurs are pretty much harmless and I don't know why people have such hard time accepting it. I can understand why the N-word can harm somebody but gay is a word that existed way before homosexuality was accepted and if you think about it, it is less gross than words like a**hole and sh**head. Oh, and Freddie Mercury was actually bisexual.

posted on 07 Dec 2013, 07:43 1

30. g2a5b0e (Posts: 1929; Member since: 08 Jun 2012)


If you really believe any of what you just said, you are the biggest idiot on the face of the planet. Slurs of any kind against anyone are not okay. Are you gay? Do you know what it feels like to have people make your sexuality choice synonymous with the word, "bad"? Of course the word "gay" existed before homosexuality, but it meant something completely different. Also, who cares if Mercury was gay or bisexual? That makes absolutely no difference to what he was saying. It's because of people like you that negative stereotypes & bullying persist. It's not okay to use those words in that fashion. Ever. Grow up.

posted on 07 Dec 2013, 22:52

37. reckless562 (Posts: 545; Member since: 09 Sep 2013)


yes it IS ok to use slurs that insult another man as being less manly n they have NOTHING to do with actully HATING homosexual ppl !! because as a MAN, ur suposed to do MAN things..... its just nature dude!!! and look.... if u dont believe me, ask a black man, asian man, indian man, or any person of color, white woman, latina woman, or any woman if they can "GO IN THE CLOSET" for being a black man, asian man, indian man, or any person of color, white woman, latina woman, or any woman...... their answer is NOOOOO right??? therefore being GAY (liking the same sex) and subscribing to a FLAMMING EFEMINITE being a lil bltch lifestyle have NOTHING to do with one another!!!! its still AMERICA, so Have sex with who u want and leave the rest of us out of it!!!

posted on 07 Dec 2013, 23:06 1

38. g2a5b0e (Posts: 1929; Member since: 08 Jun 2012)


You're just as ignorant & idiotic as the last guy. Half of your post barely even made any sense.

posted on 11 Dec 2013, 02:29 1

40. Sniggly (Posts: 6490; Member since: 05 Dec 2009)


Thank you for helping me out on this.

posted on 07 Dec 2013, 22:43

36. reckless562 (Posts: 545; Member since: 09 Sep 2013)


ok DUUUUDDEEEEE..... NO SUCH THING as a bisexual MALE!!!
its like a zero tolerance rule... if u liked a dude doin somethin gay to u, then you too are gay..... gay with issues mabey, but certinly NOT bisexual. mens brains just arent WIRED that way. girls YES, because they are the uineversal sex and if u dont believe me, go to a club. girls dance all over eachother n kissing = straight. dudes barely touching eachother = GAY....lol u know its true

posted on 11 Dec 2013, 02:29 1

39. Sniggly (Posts: 6490; Member since: 05 Dec 2009)


It's not true, and if you had any scope of understanding beyond nightclubs you'd know this. There are many people of both genders who are on all points of the sexuality spectrum. There are hardline straight men and women, but there are many who are bisexual or completely homosexual.

And there is nothing wrong with that.

And if these are the kind of posts we can expect from you in the future, I daresay that you're a disappointing addition to the community.

posted on 06 Dec 2013, 03:38 1

20. iyngr (Posts: 62; Member since: 14 Jul 2013)


What happened to Alicia Keys since BB10 then?

posted on 06 Dec 2013, 04:09 2

21. amats69 (Posts: 828; Member since: 12 Nov 2012)


Oh. Please........bieber just leave the mobile world..dont ruin it....

posted on 06 Dec 2013, 04:39 1

22. great (Posts: 39; Member since: 21 Jan 2013)


even people who were willing to buy an bb10 phone would hav ditched the idea !

posted on 06 Dec 2013, 07:31 2

26. PBXtech (Posts: 625; Member since: 21 Oct 2013)


When I think of BB, Bieber NEVER comes into mind, he doesn't represent what BB is about. They would have likely sold more phones but two years later, would those people be repeat buyers? The phones should be targeting repeat buyers, not a temporary celebrity spotlight.

posted on 06 Dec 2013, 09:17 2

27. g2a5b0e (Posts: 1929; Member since: 08 Jun 2012)


Wow. This deal would have been a steal for BB & could have possibly helped them to gain a little traction among younger users. If it didn't work, so what? They would have lost out on about $210,000. Not much for a large company. This is part of the reason why they are sinking. They can't see a bargain sitting right in their faces.

posted on 06 Dec 2013, 10:03 1

28. NateAdam8 (Posts: 130; Member since: 17 Feb 2012)


BlackBerry F@#KED themselves in the end with a whale prick and now there paying for it just because most adults don't like Justin Bieber doesn't make it a bad idea to aim for those people who do like him and make a ass load of cash from his fan base. This shows how stupid they are cause even people who don't like him spend most the time talking about him and it maybe talking sh!t about him but his name is on almost everyones lips.

posted on 07 Dec 2013, 10:18

32. kanagadeepan (Posts: 590; Member since: 24 Jan 2012)


Actually Justn Beibr would have finished BB much faster... Especially the enterprise customers would have run fast immediately...

posted on 07 Dec 2013, 20:16 1

33. daniel_bargs (Posts: 322; Member since: 27 Nov 2010)


Might be a good idea. Bieber is the most famous popstar today. His 50 million twitter followers and 60 million facebook likes is an ultimate marketing tool. The largest in the world by far.

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