BlackBerry boss 'outraged' by T-Mobile iPhone promo

BlackBerry boss John Chen has expressed his "outrage" in an open letter to consumers in response to a T-Mobile promotion that offered BlackBerry customers a free upgrade to an iPhone 5s.

T-Mobile: US promotion offers BlackBerry customers free upgrade to iPhone 5s
T-Mobile: US promotion offers BlackBerry customers free upgrade to iPhone 5s

The US ad said: "Get the tools to do more. Great offer for BlackBerry customers."

While some customers took to Twitter to complain about the ad, BlackBerry’s Chen issued an open letter to thank its "loyal customers" for their commitment to the brand.

He said: "By expressing your outrage directly to T-Mobile through tweets, calls and comments in the media and on blog posts, you sent a powerful message that T-Mobile could not ignore."

Chen said: "I can assure you that we are outraged too," while expressing puzzlement that T-Mobile didn’t inform the mobile phone manufacturer that they would be launching what he called a "clearly inappropriate and ill-conceived marketing promotion".

Chen’s ended his statement saying: "Finally, to T-Mobile, I would like to remind you that our long-standing partnership was once productive and profitable for both BlackBerry and T-Mobile. I hope we can find a way forward that allows us to serve our shared customers once again."

T-Mobile apologised for any confusion over the emails it sent to customers last week with the ad, and said it was happy to be a "BlackBerry partner". 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published