Well that didn’t take long. After appearing on stage, in front of the entire world, and talking about her breakup with the iPhone, Alicia Keys is back at it. The new Creative Director of Blackberry tweeted from her iPhone on February 11, just over a week after the official Blackberry launch event.
The incriminating tweet borrowed from Drake’s wise arsenal of quotes, or more specifically the title to his latest single.
“Started from the bottom now were here.”
As it would seem her account was hacked, or at least that’s what Keys is claiming. Her previous tweet was promptly removed and replaced with the following:
“”What the h*ll?!!!! Looks like I’ve been hacked… I like @Drake but that wasn’t my tweet :-(.”
Tech blogs everywhere blew up with rumors and speculation that Keys had already ditched her new Blackberry Z10 and returned to her beloved iPhone. The proper explanation is that she probably uses the iPhone as her personal device, and the Z10 as a business driver. Or maybe she’s not quite ready to give up on her iPhone. It wouldn’t be too hard to believe that her old habits are lingering like a once loved ex. It’s certainly not the first time a habitual mobile user was addicted to their platform, in this case it just so happens to be her old one.
Whatever the case may be, it all leads to poor press for Blackberry. It only solidifies the rather blinding fact that the Blackberry brand has a long way to go still. As much as I support the platform, it lost it’s “cool factor” a long time ago here in the States. Luckily, it’s maintained popularity elsewhere in the world.
PocketLint published a photo of Alicia Keys in her dressing room (which was lifted from her Twitter account) while she was at the Grammy’s. The dressing table in front of her was populated by not just one, but two iPhones, in addition to her Blackberry Z10. In all fairness, all three devices were in close proximity suggesting that she does, in fact, use every one of them.
Alicia Keys isn’t the first to cause a stir with an endorsement conflict. In November, Oprah confessed her loyalty for the Microsoft Surface RT tablet, from an iPad. Whoops.
You never can trust those conniving Celebs, eh?
What does this mean in the long run, exactly?
In the grand scheme of things, it means utterly nothing. Essentially, this just serves to create some bad press for Blackberry which, to be honest, was going to happen sooner or later. All press, until recently, has been increasingly positive just months before the launch, unless you include various naysayers. That positive slope dropped off considerably after the launch event on January 30th.
There’s no need to worry though, especially considering the Z10 saw one of the best launch periods ever in the history of the Blackberry brand.
Despite everything, Blackberry is just going to keep on keepin’ on. Alicia Keys will probably still endorse the brand and company, and I doubt she’s going anywhere. Creative Director is, after all, a fairly prestigious position and title, right?
If you detected a hint of sarcasm throughout this piece, then you’re probably spot on. Keep in mind I’m not knocking the Blackberry brand, just the idea of celebrity endorsements. It seems like a pretty useless marketing strategy when you look at the real issues that Blackberry has yet to tackle.
Sound off in the comments below if you have anything to add!