Beleaguered RIM

Poor RIM. Last week the befuddling ”Wake Up!” flash mob chanted outside an Australian Apple Store and then wandered down the road. Many bloggers credited Samsung for the confusing demonstration, but the South Korean company denied involvement. This morning, RIM announced that it was behind the stunt.

“‘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 a statement.”

What a mess. First, RIM goes through the trouble and expense of organizing and executing the event. People then credit a rival company and question the point of the whole thing. At last, RIM must sheepishly claim responsibility for the embarrassing stunt. Tiphereth Gloria, social media strategist at VML Australia, sees the punchline:

“The punch line – which is the fact that Blackberry is behind it – is what makes it fail because Blackberry is not associated with any kind of success. If they had run this around the initial uptake of the iPhone 3GS a couple of years ago, it might of had some relevance.”

As Michael Schechter said, “[I] can’t help but feel that RIM would have been better served having the flash mob show up at their own offices.”

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