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.

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to an Australian marketing website, a rival agency to the one who designed the campaign for RIM called it “15-years out of date.”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?

Product Review

Cut cable and keep quality with TiVo's 4K-friendly Bolt OTA DVR

Free over-the-air programming isn’t available in 4K, so why would you want a 4K OTA DVR? We’ll discuss what makes the new TiVo Bolt OTA a viable choice for cord-cutters with 4K UHD TVs who want to get ahead of the game.

Lost your router? Here's how to find its IP address to help track it down

Changing the login information for your router isn't always easy, that's why so many have that little card on the back. But in order to use it, you need to know where to go. Here's how to find the IP address of your router.
Home Theater

From the Roku Ultra to the Fire TV Cube, these are the best streaming devices

There are more options for media streamers than ever, so it’s more difficult to pick the best option. But that’s why we're here. Our curated list of the best streaming devices will get you online in no time.

Turn your desk into a command center with the best ultrawide monitors

Top of the line ultrawide monitors have the deepest curves, the sharpest colors, and the biggest screens on the market today. You’re going to want one, sooner or later. So why not sooner? These are the best ultrawide monitors you can buy…

Uber rolls out rewards program that lets its most loyal riders lock in prices

Uber launched a new loyalty program today called Uber Rewards. It offers frequent riders credits to Uber Eats, car upgrades, and the ability to lock in prices on their most traveled routes.

15 tips for keeping your vault-dwellers alive in ‘Fallout Shelter’

The wasteland can be an unfriendly place, if you don't know what you're doing. Here are 15 tips that will help your vault thrive in Fallout Shelter, including information on questing.

Motorola Moto G7: Here’s everything we know

The Moto G6 range is still relatively new to the market, but rumors have already started about the Moto G7, which is expected some time in 2019. Apparently, a G7 Power version will be joining the G7, G7 Play, and G7 Plus.

T-Mobile's new Revvl 2, Revvl 2 Plus are now available for purchase

Last year, T-Mobile launched its own line of branded smartphones. As a follow-up to their predecessors, the carrier has unveiled the Revvl 2 and Revvl 2 Plus -- complete with a sleeker design. Here's everything you need to know.

How to take great photos with the Pixel 3, the best camera phone around

You’ve scored yourself a new Google Pixel 3 or Pixel 3 XL, and you want to take advantage of that incredible camera. We’ve got everything you need to know right here about how to snap the best photos with your Pixel 3.

Google's Wear OS update 'H' promises battery life improvements

Google has rebranded its Android Wear operating system to Wear OS. Removing the Android name may help people better understand Google-powered smartwatches, which also play nice with iOS devices. 
Smart Home

Huawei could soon take on Google and Amazon with a new digital assistant

According to a report from CNBC, Huawei is working on a new digital assistant that could try to take on the likes of Google and Amazon's Alexa. Huawei already has a digital assistant in China, but the new one will be aimed at markets…

Leak shows a third, budget Google Pixel 3 with a Snapdragon 670, headphone jack

The Google Pixel 3 and Pixel 3 XL are considered to be two of the best Android smartphones, but it looks like Google could be prepping a third. A budget Pixel 3 device that boasts some of the best features of the other two has been leaked.

Use multiple phone numbers on one device with Verizon’s ‘My Numbers’ app

For those who have separate phone numbers and devices for your work and personal lives, Verizon wants to help you get more organized. With its new "My Numbers" app, you can use up to four additional phone numbers on a single smartphone.
Smart Home

All the best Amazon Black Friday deals for 2018

Amazon may be an online-only retailer, but that doesn’t mean its Black Friday sales are anything to sniff at. In fact, due to its online status, Amazon has huge flexibility with the range of products and deals it can offer. Here's our…