Looking to light a fire of enthusiasm for their upcoming products, Blackberry named Alicia Keys as their Global Creative Director. The singer will help in the marketing of the company’s BlackBerry 10 campaign,which features two phones, a touch screen only model and a traditional keyboard style. As the brand of the original smartphone, Blackberry has since been struggling to compete in the world of Droids vs. iPhones. The Grammy Award-winning singer even expressed some ex-boyfriend type feelings toward Blackberry while taking the stage to announce her new title, “We broke up. I was playing the field. Now we’re “back together.”
Keys’ task will be to help promote creative use of the product’s advanced capabilities. She will be working within all facets of the Blackberry team, from app developers to retailers, to bring attention to the ways their multi-functional operating system can be used. Keys further explained how she intends to contribute to Blackberry.
“I’m going to work closely with the app designers, the carriers, to explore this BB10 platform. I’m definitely going to start with other super women who also love BlackBerry, and work with people in the entertainment and music business to inspire creative projects. And I want to enhance this concept, or bridging the gap between the work phone and the play phone.”
BlackBerry President and CEO Thorsten Heins sounded equally thrilled to have Keys on board saying, “We are excited she will be bringing to us her enormous capabilities, as well as a vast network of relationships in the entertainment, social media and business communities, to help shape our brand and grow our business.”
Keys is no stranger to endorsement deals. She’s also partnered with Reebok for a line of self-inspired shoes. Maybe this super woman can bring Blackberry back to the forefront of high tech gadgets.