BlackBerry executives can breathe a sigh of relief. Kim Kardashian is coming to the rescue.
The
reality TV star turned business mogul made a shock confession at the
Recode mobile conference last night: she still uses a BlackBerry Bold
and keeps three replacements in her bedroom in case one breaks.
"BlackBerry
is my heart and soul," she said. "I use an older one, though. They
don't have them in stores anymore. I buy them on eBay. I have three
lined up in my room so if they break. If one breaks and I'm down to two,
I search on eBay until I have my third. I have anxiety I'll run out."
For
a company like BlackBerry, any publicity is good publicity. And, after
years of disappointing sales and failed revamps, the smartphone-maker is
beginning to show signs of improvement. Add Kim's expertise at making
headlines and you may have a winner.
The world according to Kim Kardashian
The
company is no stranger to celebrity endorsements. It hired singer
Alicia Keys as its global creative director- but the move was a
disaster. Keys did little to lift sales of the BlackBerry 10 and
ultimately left the job a year into the contract.
But
Kim Kardashian is an expert at fame: she turned her sex tape notoriety
into a successful platform to launch a reality TV series (now in its
ninth season) and a range of successful products from perfumes (Kim
Kardashian Eau de Parfum) to clothes (Kardashian Kollection).
What
sets Kim apart from the less of D-list celebrities famous for being
famous is her cult-like following on social media and her army of
devoted fans.
She has 24.8
million followers on Twitter. Her wedding photograph became the most
liked photo on Instagram with 1.92 million likes. She has a blog on
Celebuzz which is regularly updated and has more than 20 million friends
on Facebook.
In June, she
put her celebrity to work and launched her first videogame with
developer Glu Mobile. The game - Kim Kardashian Hollywood- aims to turn
an ingénue into an A-list celebrity by meeting the right people, going
to the right parties and buying the right clothes. Of course, Kim guides
you along the way and voices her opinion: "So cute!"
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