Hooboy. And you thought Research In Motion couldn’t possibly attract more scorn on the web. Sure, it’s no drunken airplane ride, but RIM is now being roundly ridiculed for a marketing stunt by the company’s Australian division.
Last week, a video was posted by an Aussie tech blogger named “Blunty” that showed a black bus pull up to a Sydney Apple Store and dispense a crowd of protester types holding up placards telling anybody within ear- and eye-shot to “Wake up.” It was all a bit mysterious—many suggested Samsung, who’s made a habit of calling out Apple fanboys in recent ads, was behind it—until some enterprising folks traced the Wake Up website back to RIM. Cue the flood of OH-THE-IRONY comments hitting the tech blogosphere.
All that and it was done with a flash mob, the marketing equivalent of your IT guy in an Ed Hardy shirt. Today, the company issued a statement through its local agency responsible for the campaign, Spectrum Communications. “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.”