Wednesday, 2 May 2012

RIM admits it’s behind Australian ‘Wake Up’ campaign

RIM admits it’s behind Australian ‘Wake Up’ campaign
Christine Dobby  May 2, 2012 – 12:47 PM ET
Another marketing fail for Research in Motion Ltd.?

The BlackBerry maker confirmed it is behind an Australian campaign that included a mock demonstration in front of an Apple store in Sydney with black-clad “protesters” holding up signs that read “Wake Up.”

“We can confirm that the Australian ‘Wake Up’ campaign, which involves a series of experiential activities taking place across Sydney and Melbourne, was created by RIM Australia,” RIM said in an emailed statement. “A reveal will take place on May 7th that will aim to provoke conversation on what ‘being in business’ means to Australians.”
Bloggers initially speculated that Samsung Electronics Co., a well known Apple antagonist, was behind the stunts.

However, James Croft of MacTalk, an Australian website dedicated to all things Apple, had a look at the source code behind a web page associated with the campaign and found a piece of code that, if entered into Google, generates a number linking to the RIM Australia site.

“Let this be a lesson to all would-be stealth marketers; this is what nerds do at 4am on a Saturday morning; poke around your source code,” Mr. Croft wrote on his personal website.
MacTalk revealed the findings and suggested it was RIM that “put together this embarrassing campaign.”
RIM confirmed the campaign was its own on Tuesday.
The Australian campaign comes about three months after RIM was criticized for posting an infographic including a cartoon “Be Bold” team of BlackBerry super heroes. The company said the characters were not part of a campaign but “just intended to be a bit of fun.”
It is not known what RIM plans to unveil on May 7 in Australia, but it is unlikely to be its BlackBerry 10 operating system. Speaking at the company’s BlackBerry World conference in Orlando Tuesday, CEO Thorsten Heins strongly implied the OS will not be out until later this year.
“We’re taking our time to make sure we get this right,” he said at the event.

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