But it didn’t take long for the campaign to stumble.
At a press event on Wednesday in New York, BlackBerry unveiled a new phone as well as a rebranding—it will no longer be known as Research in Motion, now it’s just BlackBerry. The company also announced Keys as its new global creative director to help “inspire the future” of the company. She hit the right notes saying she and BlackBerry were “exclusively dating” despite having previously dumped the device for “hotter, sexier phones.”
Perhaps she didn’t make a clean break with that sexy ex. The singer’s @AliciaKeys Twitter account—complete with 11 million followers—shows that she sent tweets from her iPhone. Plus, she’s using Instagram, an application that is not available on BlackBerry phones.