RIM Australia admits it was responsible for Wake Up flashmob at Sydney Apple Store

RIM Australia admits it was responsible for Wake Up flashmob at Sydney Apple Store

RIM Australia has confirmed that it was responsible for the flashmob attack on a Sydney Apple Store. The campaign against Apple titled 'Wake Up' was originally pinned on Samsung. Samsung denied it and now RIM Australia has confirmed that it was responsible via a press release after the accompanying website was traced back to RIM.

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.

The flashmob took place outside the Apple Store in Sydney; a bus full of protestors all dressed in black left the bus and lined up outside the store's window. They then produced signs that they held up against the windows with the words 'Wake Up' emblazoned across them. The flashmob then chanted 'Wake Up' through the window at Apple's staff and customers.

It should be noted that RIM Australia probably operates with a great deal independence from RIM corporate when it comes to marketing, with their own budget and agency. It's possible RIM corporate had little or no knowledge of the campaign, and could be finding out about it at the same time we are -- during BlackBerry World 2012. If that's the case, this probably isn't a distraction they're enjoying right now.

Source: MacTalk

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Reader comments

RIM Australia admits it was responsible for Wake Up flashmob at Sydney Apple Store


I find it interesting that they are telling apple to wake up when they are the ones going out of business. Maybe they should wake up and make a product people want to buy.

Agreed. I don't think that this type of marketing/promotion does anything to help them design a better product or sell more units. It may get nice headlines today but the next time ol' Thor has to give his earnings report it will have long been forgotten.

That's super funny considering how RIM has been sleeping the last five years or so. Apple should pay a flash mob to do a funeral procession in front of RIM's headquarters.

lol funny how imore etc jumped to the conclusion and blamed samsung without evidence and how all apple lovers said it was 100% samsung behind it even after they denied it.

They should come up with new signs too. "Wake Up"? It's so tired and played out - someone who walks into a Apple Store or a Best Buy to consciously buy an Apple product (or even an Android) isn't "sleeping" just because they aren't buying into RIM's derelict device ecosystem.

It was so brilliant that all of a sudden the Apple blogosphere is here talking about RIM, and Apple fans are all fussed about it.
In practice, it was as effective as Apple´s 1984 Macintosh ad, in other words, not much.

Well.... One thing is for sure. They got media attention and this incident has been posted everywhere. Soooo, the question is... RIM you got the public's attention, what are you going to do next??? Make an impression or an A$$ out of yourself?

Hey I think it was great. Got a lot of publicity and gave all the bloggers of the world sonething to talk err um, type about.
I like that they did something new and fun. I would love to flash mob a company looked like a lot of fun. +1 for RIM. All of you monkeys who got all upset and over zealous about it get over it. It's a prank and got results. People talked about it.
I'm all for more flash mob like things lets get some more comical and newsworthy acts going, for no other reason to give the blogs something to write about other than iPhone 5-6 speculation.

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