BlackBerry tablet marketing goes heavy on Flash

BlackBerry: highlights device's use of Flash
BlackBerry: highlights device's use of Flash

BlackBerry is to promote tomorrow's PlayBook tablet launch with a TV ad that hammers home its use of Flash, its point of difference with the iPad, even using the 'Flash Gordon' theme song.

Flash software is owned by Adobe and is used to create dynamic web content. It not supported by Apple devices because founder Steve Jobs believes it is too much of a drain on battery life.

RIM's tablet is coming to market at a time when Apple is running TV ads for its new iPad 2 and more than a year after the original iPad launched in the UK.

The TV ad, created by AMV BBDO, opens with a voiceover that says, "What's so special about web browsing on the new BlackBerry Playbook?" before the strains of 'Flash' by Queen kick in. It will premiere tomorrow night in the first ad break of Channel 4's 8pm show 'Help My House Is Falling Down' as part of a media strategy planned by Starcom.

The BlackBerry tablet goes on sale on tomorrow at Carphone Warehouse, Best Buy, Phones4U and the Dixons Group. It is also exclusively available at Selfridge's today.

The price of both the iPad 2 and the PlayBook start at £399 including VAT for the 16GB model. The former has a 9.7 inch screen and weighs 601 grams and the latter has a  seven-inch screen and weighs 425 grams.

RIM could reveal the first sales figures for PlayBook in its first quarter results tomorrow.

Analysts estimate it sold in the region of 250,000 units in the US within the first month of going on sale in April.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug