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

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.


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

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40 Comments

33. daniel_bargs

Posts: 325; Member since: Nov 27, 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.

32. kanagadeepan

Posts: 1291; Member since: Jan 24, 2012

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

28. NateAdam8

Posts: 439; Member since: Feb 17, 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.

27. g2a5b0e unregistered

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.

26. PBXtech

Posts: 1032; Member since: Oct 21, 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.

22. great

Posts: 85; Member since: Jan 21, 2013

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

21. amats69

Posts: 1527; Member since: Nov 12, 2012

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

20. iyngr

Posts: 72; Member since: Jul 14, 2013

What happened to Alicia Keys since BB10 then?

19. Sniggly

Posts: 7305; Member since: Dec 05, 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.

29. nexusdude

Posts: 151; Member since: Aug 22, 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.

30. g2a5b0e unregistered

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.

37. reckless562

Posts: 1153; Member since: Sep 09, 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!!!

38. g2a5b0e unregistered

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

40. Sniggly

Posts: 7305; Member since: Dec 05, 2009

Thank you for helping me out on this.

36. reckless562

Posts: 1153; Member since: Sep 09, 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

39. Sniggly

Posts: 7305; Member since: Dec 05, 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.

18. Davidparker

Posts: 10; Member since: Nov 04, 2013

Leave that gay alone !

17. power_x

Posts: 264; Member since: Aug 28, 2013

Huh GAAAAAAAAAAAAAAAYYYYYYYY

14. avin007

Posts: 139; Member since: Feb 28, 2013

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

31. kanagadeepan

Posts: 1291; Member since: Jan 24, 2012

I thought justin bieb is lezbn

13. Sniggly

Posts: 7305; Member since: Dec 05, 2009

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

16. eisenbricher

Posts: 973; Member since: Aug 09, 2012

Words of truth.

23. EgyDroid

Posts: 111; Member since: Oct 10, 2013

And Wisdom.

35. reckless562

Posts: 1153; Member since: Sep 09, 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!!!!

10. tiara6918

Posts: 2263; Member since: Apr 26, 2012

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

9. xperiaDROID

Posts: 5629; Member since: Mar 08, 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?

12. NedStarkLeMadrilene

Posts: 19; Member since: Oct 26, 2013

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

15. eisenbricher

Posts: 973; Member since: Aug 09, 2012

Same xD Day in my case.. lool

25. lalalaman

Posts: 638; Member since: Aug 19, 2013

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

5. GeekMovement unregistered

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."

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