BlackBerry’s attempts to get celebrities to endorse its products have clearly not worked out in the past — does anyone remember the utter debacle that was “creative director” Alicia Keys? That said, the company may have just found a new celebrity champion who is not only a bigger name than Keys right now but who also genuinely has a love and affection for its products. Yes, we’re talking about Kim Kardashian, the polarizing reality TV star who has also recently made waves in the tech industry for her insanely profitable and awesomely mindless mobile game called Kim Kardashian’s Hollywood.
Speaking at Re/code’s big conference this week, Kardashian said that although she usually uses an iPhone for social media, she also uses an old BlackBerry Bold as a second phone for quickly firing off emails and messages in a way that she can’t do with any other smartphone.
“I love a BlackBerry and every time I say that people are horrified that I have a BlackBerry and I don’t understand that reaction,” she explained. “[My] BlackBerry, it’s my heart and soul, I love it, I’ll never get rid of it.”
While this alone is definitely music to the BlackBerry marketing department’s ears, what comes later is even better: Kardashian expresses anxiety that the BlackBerry might go extinct and she then says she’s “on a mission to make that not happen.”
So there you have it, BlackBerry: One of Hollywood’s biggest celebrities has a personal stake in seeing you succeed. If you can’t figure out how to work with her then you have no one but yourselves to blame.