Forget the Baltimore Ravens, San Francisco 49ers, and even Beyonce — Research In Motion is hoping that BlackBerry 10 will be the main attraction at this year's Super Bowl.
RIM has confirmed that its new mobile operating system will be featured in a Super Bowl XLVII advert — a first for the Canada-based company. The firm kept mum about details of the 30-second slot, saying only that it will air during US coverage of the big American football match.
"A Super Bowl commercial is a great opportunity to show the re-designed, re-engineered and re-invented BlackBerry to tens of millions of consumers on the largest advertising stage of the year," RIM's chief marketing officer, Frank Boulben, said in a statement.
For the uninitiated, America's Super Bowl is nearly as well known for its high-profile, blockbuster TV ads as it is for touchdowns and bone-crunching hits. In the past 10 years, advertisers have spent some $1.85 billion (£1.17bn) on the annual NFL championship showdown. In 2013, Forbes estimates the average 30-second spot will cost around $3.8 million (£2.41m).
RIM's announcement coincides with a week of worldwide launch activity leading up to the official BlackBerry 10 platform launch event on 30 January in London, New York City, and other major metropolises around the globe.
The new OS will also be integrated into pre-and post-game on-site, digital, and social media activities, according to RIM, including real-time engagement with BlackBerry fans on Facebook and Twitter.
"BlackBerry has 30 million social media fans, and we're looking forward to continuing to encourage them and all NFL football fans to see the power of BlackBerry 10 for themselves," Boulben said.
RIM has been busy prepping for the big release — on Wednesday, the company announced that BlackBerry Enterprise Service 10 is now available for download. The system aims to reinvent RIM's enterprise mobility management, security, and mobile app management on BB devices.
Available for download online, new users get a limited 60-day free trial; existing users can sign up for the free license trade-up programme, available through the end of the year.
The new BlackBerry OS was supposed to be released last year, but was delayed until this month, allowing room for Apple and Samsung to rocket past RIM in terms of market share in 2012.
For more, see our hands on with RIM's BlackBerry 10.