Skip to main content

RIM’s Wake Up campaign continues, as it tries to win back one of its lowest performing markets

Wake Up Be Bold BlackBerryResearch in Motion’s Wake Up flashmob campaign which took place in Australia recently was only the beginning, and we’ve now been treated to part two of RIM’s marketing master plan.

By visiting wakeupbebold.com, you’re treated to a scrolling wall of text on a black screen, complete with an earnest — but rather stilted — voiceover.

Recommended Videos

The focus is on business and business people. You know, the type of person who is 90-percent of the time a figment of Mr. Marketing’s imagination, and is supposed to “take action and make things happen,” and “eats opportunity for breakfast.”

This marketing nonsense goes on for a while longer, before telling us that we should be in business with the brand that’s been in business from the very beginning — BlackBerry. It closes with a link to the Australia and New Zealand BlackBerry Facebook page.

As the flashmob concentrated their 2009-level of wrath on Apple Stores, it’s no surprise to see another reference to them in the text. Apparently, people in BlackBerry’s business world “don’t just think different… they do different.”

If all this sounds a bit old-fashioned, you’re not the only one to think so, as according to an Australian marketing website, a rival agency to the one who designed the campaign for RIM called it “15-years out of date.”

But… Is it working?

Well, we’re talking about it! Plus it comes soon after BlackBerry World where we got an interesting — but very brief — look at BlackBerry 10. We also heard plenty about RIM’s continued love of business, evidenced by CEO Thorsten Heins’ guests, Cisco and SalesForce.

The campaign has also driven a few people to BlackBerry’s Facebook page, where comments include “you should have done this five years ago before Apple crushed your dreams” and “I just wasted my time listening to that Wake Up ad.”

Google lists between 80 and 100 news articles talking about the Wake Up campaign, the original video showing the flashmob has had more than 600,000 views (but the response video “outing” the fact it was RIM behind it all has only had 20,000), and the promoted Twitter hashtag #BeBold contains various references to BlackBerry devices in general.

While not all of it is positive, that’s still plenty of coverage.

 Good or bad publicity?

Although the international press has picked up on RIM’s Wake Up campaign, its primary focus has been Australia, and here’s why: Apple’s iPhone has a larger share of the market there than it does in other developed markets, while RIM has its lowest.

A mere 5-percent of Australians are estimated to use a BlackBerry, while more than 25-percent use an iPhone, and the BlackBerry figure was still falling when it was reported in 2011.

This not only explains why RIM continues to bash Apple in its Australian campaigns, but also why it has chosen to make them as high-profile as possible. Things are bad elsewhere too, but not quite that bad.

The trouble is, it may not be that long until the situation in other markets does echo that of Australia, and RIM had better come up with something more effective than a flashmob and a poorly narrated webpage when the time comes.

Most people have heard the phrase “there’s no such thing as bad publicity,” but it’s Irish poet Brendan Behan’s addition to it to which RIM needs to pay attention. He said “there’s no such thing as bad publicity except your own obituary.”

Time to take heed RIM?

Topics
Andy Boxall
Andy is a Senior Writer at Digital Trends, where he concentrates on mobile technology, a subject he has written about for…
The future of the Google Pixel Tablet doesn’t look good
Google Pixel Tablet on its charging dock.

Google’s Pixel lineup has been pretty solid lately -- at least, for most of its hardware, anyway. But there’s one Google Pixel device that seems to have flopped so hard that it may end up being a one-off thing, and that’s the Pixel Tablet.

If you’re hoping to hear some news about a proper Pixel Tablet 2, we have some bad news. According to a recent report from Android Headlines, it seems that Google has already canceled plans for a Pixel Tablet 3. But wait! Another report on Android Authority claims that it was actually the Pixel Tablet 2 that was canned, not the Pixel Tablet 3. Considering that you can’t have a third iteration before having a second, I think it’s safe to say that whatever the next version was going to be, we’re not going to see it — at least not for a while.

Read more
My favorite smartphone camera of 2024 isn’t made by Apple or Google
A person holding the Xiaomi 14 Ultra.

When I needed to take photos of a car for a series of stories this month, only one phone came to mind, and it wasn’t one of the top devices made by Google, Samsung, or Apple. It’s the fantastic Xiaomi 14 Ultra, and over the course of a few days, it cemented its place as my favorite camera phone of 2024. Here’s why.
Why is it the best?
The Xiaomi 14 Ultra Andy Boxall / Digital Trends

I already held the Xiaomi 14 Ultra’s camera in high regard after having reviewed the phone and tested it out against other cameras. I especially loved the versatility of the brilliant Photography Kit accessory. But most of this happened earlier on in the year before other brands had the chance to release serious competitors. I knew I had to give it another try, just to be sure of my feelings.

Read more
If you have this Apple Watch charger, stop using it immediately. Here’s why
Belkin Boostcharge Pro.

If you own a Belkin wireless charger for your Apple Watch, it's important to be aware of a recent recall. Belkin is voluntarily recalling its BoostCharge Pro Fast Wireless Charger for Apple Watch + Power Bank 10K due to potential overheating issues that could pose a fire hazard.

This recall affects all units of the Belkin BoostCharge Pro Fast Wireless Charger for Apple Watch + Power Bank 10K, identified by model number BPD005. If you own one of these chargers, you are eligible for a full refund. While no injuries have been reported, Belkin cautions that a manufacturing defect may cause the charger's lithium cell component to overheat.
What you should do if you have the charger
If you happen to own the charger in question, don't panic. Here are a few simple steps you can take to ensure you handle it safely.

Read more