BlackBerry maker Research in Motion (RIM) has admitted that it was behind ‘Wake-Up’ advertising campaign outside Apple''s Sydney CBD store last week. The protest involved a flash mob of black-clad demonstrators shouting at Apple customers to "wake up".
Immediately after a YouTube video of the protest flashed on the internet, the needle of suspicion pointed towards Samsung who had staged marketing stunt in the past near Apple store. The act was seen as a ‘promotional exercise’ for Galaxy S smartphone.
But RIM today admitted to being behind the stunt, which was part of a larger viral marketing campaign.
"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," the company said in a statement.
For over a week, people dressed in black have stood outside Channel Seven's Sunrise studios in Sydney's CBD holding signs of the slogan.
Blackberry with its email capabilities was once very popular among executives with its sale soaring up in all parts of the world including Australia. But due to stiff competition in the smartphone category, particularly with touch screens running OS and Android, the sale of BlackBerry declined. The new smartphones have strong email features.
Before it was revealed that RIM was behind the stunt, Samsung yesterday denied any involvement in the campaign.