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Print 31 comment(s) - last by darkpuppet.. on May 2 at 1:25 PM

Guerrilla marketing scheme gains attention, but will it lead to sales?

An eye-catching protest/flash-mob occurred outside an Apple, Inc. (AAPL) store in Sydney Australia.  Blogger Nate 'Blunty' Burr captured the whole incident on video, leading some to believe he may have been hired by whoever was behind the campaign.

I. All Aboard the Protest Bus

He describes, "All of a sudden a big black bus pulls up.  A bunch of people dressed in black pour out of said bus with protest signs and they start screaming 'Wake up!'"

"Perhaps it's some sort of guerilla marketing for a new SIRI feature," he deadpans, "SIRI, please send a screaming mob to me at work to me at 2 pm. BEW-DOOP!"


Well given Samsung Electronics Comp., Ltd.'s (KS:005930) upcoming Galaxy S3 launch and its recent history of mocking Apple's throng of followers, everyone sort of reached the forgone conclusion that the South Korean phonemaker was behind this.  After all, Samsung was likely a bit sore at the fact that Apple had succeeding in banning its tablet sales for a while in Australia, before the ruling was overturned.

But Samsung -- who some estimate is now the world's largest smartphone-maker, ahead of Apple -- denied crafting the stunt.  A spokesperson told the Australian newspaper The Age, "As a market leader in smartphones we think Australians have already woken up to the multitude of choices available, but kudos to whoever is behind the campaign."

II. The True Backer Shows Their Face

So if it wasn't Samsung who was it?

It turns out the noisy mob was the work of Research in Motion ltd. (TSE:RIM), makers of the BlackBerry smartphone.  RIM is currently working on preparing its brand-new QNX-based BlackBerry 10 smartphone operating system for the market.

RIM recently received a "wake up" of its own, recording its first quarterly loss in years.

RIM wakeup
[Image Source: YouTube]

But with a new leader at the helm, the company is determined to stay independent and perhaps even give Apple, et al. a wake up call of its own.

RIM comments, "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 mob
[Image Source: YouTube]

The phonemaker promises it didn't pay off bloggers like Mr. Burr -- who has done in-depth past coverage for RIM -- to cover the mock protest.  The company assures, "Bloggers were not paid for this campaign or told what to say.  Neither RIM, nor any agencies on RIM's behalf, have ever paid Blunty."

The company has a webpage up promoting the viral campaign wake-up-australia.com.au.  The site has a countdown, which is currently ~422,450 seconds from completion, or about five days away.  RIM is expected to deliver a preview of the upcoming BlackBerry 10 in Australia at the end of the week.

The company does have a bit of a history of provocative ad campaigns backfiring.  Around this time last year RIM spent millions on a campaign for its PlayBook tablet, declaring "Amateur hour is over.

But reviews of the PlayBook embarassingly indicated that RIM's tablet was very much the "amateur hour" device compared to veteran designs like the iPad.  A year later, RIM is at it again, this time hoping for better results.

Sources: YouTube, RIM, The Age



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What?
By Sazabi19 on 5/1/2012 1:16:22 PM , Rating: 5
If you are going to advertise please at least make a point. Don't be like the WS protestors...




RE: What?
By km9v on 5/1/2012 2:14:04 PM , Rating: 5
The Apple sheep will never wake up.


RE: What?
By FaaR on 5/2/12, Rating: -1
RE: What?
By B3an on 5/2/2012 11:34:34 AM , Rating: 2
^ Reality Distortion Field™


RE: What?
By ClownPuncher on 5/1/2012 2:16:22 PM , Rating: 5
Any excuse to see hot aussie women in black dresses is OK by me.


RE: What?
By d4a2n0k on 5/1/2012 2:24:04 PM , Rating: 5
What? Am I missing some pics? I see a couple of chicks that could fill out an offensive line in the NFL. Definitely not hot.


RE: What?
By 1ceTr0n on 5/2/2012 12:37:40 AM , Rating: 1
Real woman in the real world do not have super model bodies to get paid millions to show it off. Wake up yourself little boy


RE: What?
By d4a2n0k on 5/2/12, Rating: -1
RE: What?
By StevoLincolnite on 5/2/2012 1:08:55 AM , Rating: 2
quote:
Any excuse to see hot aussie women in black dresses is OK by me.


You may regret that one day. :P

Some of our Women, especially in the interior of Australia are manlier than the manliest of men. Scary stuff. -That's why 90% of the population lives near the beach.


RE: What?
By Reclaimer77 on 5/1/2012 2:19:51 PM , Rating: 4
You're right. They should have thrown Molotov cocktails into the store.


RE: What?
By Sazabi19 on 5/1/2012 2:25:05 PM , Rating: 2
Hell ya! Seriously though making noise for no reason at all just gets people annoyed.


RE: What?
By Shadowself on 5/1/12, Rating: -1
RE: What?
By Reclaimer77 on 5/2/2012 12:43:07 AM , Rating: 2
Yeah I really think people shopping at a store should be burned alive just for being there. I wasn't making a joke at all. /sarcasm


RE: What?
By ritualm on 5/1/12, Rating: 0
RE: What?
By NellyFromMA on 5/1/2012 3:36:02 PM , Rating: 4
Just curious, but based on these hardware specs (not regarding the fact that the OS itself is likely a last ditch attempt to stay alive) can you explain WHY the average consumer could give a crap if they have 1GB or RAM or 2GB?

The answer is they don't. If they nail the experience for the end user, that's really all that matters to them. Look at Apple for proof.


RE: What?
By ritualm on 5/1/2012 4:23:29 PM , Rating: 2
Then how do you explain RIM's continued collapse in overall market share versus that of Android phonemakers, never mind Apple?

RIM's execution of late leaves a lot to be desired. If it weren't for US government accounts - the very reason why Big Brother wouldn't let NTP shut down RIM with a patent lawsuit a decade ago - RIM could go belly up tomorrow and nobody would shed a tear about its absence.


RE: What?
By NellyFromMA on 5/1/2012 4:25:36 PM , Rating: 4
Don't get me wrong; In NO way do I think RIM is a candidate for success in the smartphone arena.

In fact, I'm sure they will continue to fail miserably.

Rather, I'm just addressing your specific comment that the specs make it DOA.

The specs aren't making or breaking any phone, save for screen clarity (and the listed resolution is more than enough for someone who doesn't want a phone strictly to brag about the screen) is more my point. Provided the experience is worthwhile.


RE: What?
By chrnochime on 5/1/2012 6:09:52 PM , Rating: 3
WS protestors had a point? I didn't know making a mess of the lots they illegally occupied and smoking stuff there were making a point. LOL


RE: What?
By ritualm on 5/1/2012 7:56:25 PM , Rating: 3
If you screw up, the government sends you to jail.

If you royally screw up while being employed by Wall Street, the government PAYS you for screwing up.

OWS protesters did have a point, too bad it was lost on you.


RE: What?
By kattanna on 5/2/2012 10:40:29 AM , Rating: 2
quote:
OWS protesters did have a point, too bad it was lost


there.. fixed it for you


RE: What?
By darkpuppet on 5/2/2012 1:25:27 PM , Rating: 1
*wakes up*

huh? oh...

*goes back to sleep*


BBOS 10 isn't here, nor a BBOS 10 phone!
By michael2k on 5/1/2012 1:26:37 PM , Rating: 2
So really in 5 days it will be more like, "Hit Snooze!"

Wake Up would have been a good idea had there been a phone available.

Maybe they'll have the PB 2 on sale in 5 days, though, and that's what this is advertising.




RE: BBOS 10 isn't here, nor a BBOS 10 phone!
By michael2k on 5/1/2012 2:33:19 PM , Rating: 2
Is there anything I've said that isn't true, that I got downranked? Is what I'm saying irrelevant or unimportant?


RE: BBOS 10 isn't here, nor a BBOS 10 phone!
By ClownPuncher on 5/1/2012 3:40:37 PM , Rating: 2
Don't worry, I accept you, even if everyone else doesn't.


By michael2k on 5/1/2012 3:44:19 PM , Rating: 2
That means everything to me.


By NellyFromMA on 5/1/2012 3:36:57 PM , Rating: 2
You didn't brag about your phone specs enough.


RE: BBOS 10 isn't here, nor a BBOS 10 phone!
By retrospooty on 5/1/2012 4:36:27 PM , Rating: 2
"Wake Up would have been a good idea had there been a phone available."

Very good point. Wake up Apple fans and buy our... well, nevermind our end, just wake up.

Really effective point RIM is making LOL.


RE: BBOS 10 isn't here, nor a BBOS 10 phone!
By Tony Swash on 5/1/12, Rating: -1
RE: BBOS 10 isn't here, nor a BBOS 10 phone!
By KakarotUSMC on 5/1/2012 7:59:35 PM , Rating: 2
Gosh Tony Swash, the fact that people crowd outside Apple shops (even for days before a new product launch) seems a bit creepy, don't you think? And they don't get "the crowds by just opening the doors" - that's due to marketing to people who place value in their Apple possession(s) status where perhaps that desire to own (and show everyone they know) the latest Apple electronic device begins to take on an unhealthy obsession?


By ritualm on 5/1/2012 8:03:35 PM , Rating: 2
Creepy? I think not. Fairly common in other places and locales. I've waited in line for less (read: non-Apple stuff).

Heck, I'm not sure if Apple needs to spend money on marketing anymore. Its products literally market themselves.


I have a Samsung Galaxy Note
By 1ceTr0n on 5/1/2012 11:56:44 PM , Rating: 2
and I find this amusing and sad on RIM's part. I think its time for them to go outa business if they need to resort to these kinda tactics....




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