BlackBerry Will Try to Woo Android, iOS Users With Mobile Takeover Ad

BlackBerry next week will attempt to convince iOS and Android users to jump ship by offering them a simulated experience of the BlackBerry 10 with a mobile ad that takes over their screens.

The ad, which promotes the U.S. launch of the Z10, won't open automatically, but will instead only take over the screen when a user clicks on it. Frank Boulben, BlackBerry's chief marketing officer, says the ad — via Phonevalley — will come in different forms, including banners and in-app units. "Let's say you are exposed to a BlackBerry 10 link," Boulben says. "You click on it and it will take over your screen and, for instance, show you the BlackBerry 10 keyboard and at the end ask 'Does your smartphone do that? If not, visit blackberry10.com.'"