RIM Begins Promotional Drumbeat For BlackBerry 10

By Joseph Palenchar On Jan 28 2013 - 10:31am

Waterloo, Ontario — Research In Motion isn’t waiting for Wednesday’s official BlackBerry 10 OS launch to generate promotional buzz.

In separate announcements, the company said it would promote the smartphone and tablet OS during the company’s first Super Bowl commercial.

RIM also announced that its BlackBerry World for BlackBerry 10 will for the first time include music. movie and TV-episode downloads with content from all major movie studios, music labels and major broadcast-TV networks. Previously, RIM offered only games and apps in its online store, a spokesperson told TWICE. Apps, games, and music and video content will be integrated into a unified storefront, she said.

The announcements kick off a week of worldwide launch activities for BlackBerry 10 and for the first two devices to run on the new OS. The two devices will be formally unveiled on Wednesday in New York City.

The activities are part of an integrated marketing campaign that combines the 30-second Super Bowl commercial with pre- and post-game on-site, digital and social activities, including real-time engagement with BlackBerry fans on Facebook and Twitter, the company said. The activities will also include promoted posts and sponsored story ads. BlackBerry has 30 million social-media fans, the company said.

“A Super Bowl commercial is a great opportunity to show the redesigned, re-engineered and re-invented BlackBerry to tens of millions of consumers on the largest advertising stage of the year,” said chief marketing officer Frank Boulben.

In upgrading its online store, the company said it is adding songs, movies and TV shows for the first time, with most movies appearing in the store the same day they are released on DVD. Many current TV episodes will be available on the store a day after they are broadcast. Consumers will be able to preview tracks and access the content using multiple payment options.

Video will be available for sale and rent, initially in the U.S., U.K. and Canada. Depending on the region, movie content will be available from 20th Century Fox, Entertainment One, Lionsgate, MGM, National Film Board of Canada, Paramount Pictures, Sony Pictures Home Entertainment (U.S.), Starz Digital Media, StudioCanal, The Walt Disney Studios, Universal Pictures (U.K.) and Warner Bros.

TV shows will be available from the following broadcasters and studios: ABC Studios, BBC Worldwide, CBC/Radio-Canada, CBS, DHX Media, ITV, National Geographic, NBCUniversal (U.K.), Nelvana, Sony Pictures Home Entertainment (U.S.), Starz Digital Media, 20th Century Fox Television, Univision Communications and Warner Bros.

Music sold on the store will be free of digital rights management (DRM) restrictions and will feature music from such labels as 4AD Records, Domino Recording Company, Finetunes, Matador Records, (PIAS) Entertainment Group, Rough Trade Records, Sony Music Entertainment, The Orchard, Universal Music Group, Warner Music Group, XL Recordings and Zebralution.

Songs will initially be available in 18 countries: Canada, U.S., U.K., Argentina, Brazil, Columbia, Mexico, France, Germany, Italy, The Netherlands, South Africa, Spain, Australia, India, Malaysia, New Zealand and Singapore.

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