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You know that your brand has "made it" when your brand is now the generic term. Kleenex (tissues), Google (search engine), iPod (music device) and BlackBerry (wireless data device).
Today CrackBerry launched. The site is basically a social network for addicted BlackBerry users. There are blogs, forums, a heavily marketed store and other news from the "Crackosphere" (ok I made that term up).
"Our aim is simple," says Kevin Michaluk, CrackBerry's CEO. "We want to establish CrackBerry.com as the premier resource for anything and everything BlackBerry." Michaluk, and two fellow BlackBerry users, recognized the need for an end-user focused BlackBerry site. "The site is relevant and useful to those who have made the BlackBerry a part of their daily lives — from Wall Street financiers and business executives who use the device for professional use, to teenagers and socialites who use the device to stay connected."
There is a great video listed on the site which I have embedded below. It is absolutely hilarious and shows what addiction is really like.