Keys was brought on to help BlackBerry gain it's image back as a contender in the smartphone arena. There were the ups and downs, but most would agree that her overall role did not help BlackBerry the way they intended. Within the first 2 weeks on the job, she was caught tweeting from in iPhone, in which she quickly tried to put out the fire by saying she was hacked. This led to a outcry in the BlackBerry community of questioning her loyalty and whether she should be in collaboration with BlackBerry in the first place. We even had a videocast about the entire ordeal. Less than a week after her iPhone tweet she was pictured holding her white BlackBerry Z10 at the NBA All-Star Dunk Competition. Definitely some PR to assure fans she was Team BlackBerry.
Later on that quarter, Keys went on her worldwide 'Set the World on Fire' tour, which coincided with BlackBerry's 'Keep Moving Projects.' A way to reach out to BlackBerry fans during her performances. Then at BlackBerry Live 2013, Keys performed with several artists in front of thousands of BlackBerry fans at Universal Studios in Orlando, Florida. This was actually a great performance, and we were there to see it all. We ended up running into Miguel at a bar on location after the show. Also during BlackBerry Live, Keys gave a session on 'Women in Tech,' which had a great showing of male participants... naturally.
After BlackBerry Live and Key's 'Set the World on Fire' tour, it was all downhill from there. We basically didn't see any action coming from her side of things. BlackBerry definitely was struggling at the time with not so great earnings calls, so that may of had something to do with her inactivity. Or... she just wasn't that affective as a marketing mascot for BlackBerry. Prob a little of everything.
What do you think? Was bringing on Alicia Keys a bad marketing move?