Last week we told you that Samsung had staged a protest outside an Apple Store in Australia, in some sort of viral marketing campaign. Well, it turns out that Samsung had nothing to do with it.
RIM, the company behind the BlackBerry brand, was actually behind the “Wake Up” campaign. They have confirmed that it was part of a larger marketing strategy which will be fully revealed on the 7th of May. Below, you can see what they had to say about the campaign and also the video which we showed you last week.
“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. A reveal will take place on May 7th that will aim to provoke conversation on what ‘being in business’ means to Australians.”
The Strategy Behind the Campaign
The “Wake Up” campaign was designed to be provocative and to capture the attention of both the media and the public. By staging a protest outside an Apple Store, RIM aimed to create a buzz and generate curiosity about what the campaign was all about. The choice of location was strategic, as Apple is one of RIM’s biggest competitors in the smartphone market. By targeting Apple, RIM hoped to make a bold statement and challenge the status quo.
The campaign involved a series of experiential activities across Sydney and Melbourne, which were designed to engage the public and provoke thought about what it means to be in business. These activities included the protest outside the Apple Store, as well as other events and stunts that were intended to capture the public’s imagination and spark conversation.
What to Expect on May 7th
RIM has promised that the full reveal of the “Wake Up” campaign on May 7th will be something to watch out for. While they have not provided specific details about what will be unveiled, it is clear that they are aiming to make a significant impact. The campaign is likely to focus on the business aspects of their products and services, highlighting how they can help professionals and businesses succeed.
Given the bold nature of the initial activities, it is likely that the reveal will be equally attention-grabbing. RIM may use this opportunity to introduce new products, services, or features that are designed to appeal to business users. They may also use the reveal to highlight the strengths of their existing offerings and how they can provide value to businesses.
The “Wake Up” campaign is a reminder of the importance of innovative and bold marketing strategies in a competitive market. By taking risks and thinking outside the box, companies can capture the attention of their target audience and create a lasting impression. It will be interesting to see how the campaign unfolds and what impact it has on RIM’s brand and business.
So it looks like this, shall we say, interesting attempt at marketing was down to RIM. I wonder what they have planned next.
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