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RIM Will Tout BlackBerry 10 in Its First Super Bowl Ad

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Jan. 25 (Bloomberg) -- Research In Motion Ltd. plans to promote its new BlackBerry 10 phones in the company's first Super Bowl commercial, aiming to stoke demand for a product lineup that will be unveiled next week.

The ad will be part of a marketing blitz for the Waterloo, Ontario-based company, which is counting on the BlackBerry 10 to win back smartphone customers from Apple Inc. and Google Inc.’s Android. In addition to airing a 30-second spot during the Super Bowl, RIM will promote the new products on Facebook and Twitter, the company said today in a statement.

“A Super Bowl commercial is a great opportunity to show the redesigned, re-engineered and reinvented BlackBerry to tens of millions of consumers on the largest advertising stage of the year,” Frank Boulben, RIM’s chief marketing officer, said in the statement.

Companies are paying as much as $4 million for a 30-second spot, according to CBS Corp., which is airing the Super Bowl. The game, which determines the National Football League’s champion, will be broadcast on Feb. 3.

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To contact the reporter on this story: Nick Turner in New York at

To contact the editor responsible for this story: Nick Turner at

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