• Is RIM Behind the Embarrassing Wake Up Stunt?

    UPDATE: RIM Australia issued a statement this morning May 1 9:20 AM AEST, with Richelle Gillett, Account Director from Spectrum Communications for Blackberry confirming:

    “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.”



    Two days ago, Mumbrella posted an article pondering whether Samsung was responsible for the embarrassing Wake Up campaign that featured a paid for protest in front of the Sydney Apple store.

    Mumbrella carefully chose the words "Samsung Galaxy launch believed to be behind ‘Wake up’ teaser campaign" (my emphasis added), but that didn't stop The Next Web from claiming Samsung responsible, and from there, the story bounced to Cult of Mac, Daring Fireball, The Loop, and even MacTalk without anyone checking the facts.

    As the story grew, comments on each article pointed out the timing for the countdown calendar on the Wake Up teaser page missed the expected launch of the Galaxy S3 (or New Galaxy, or whatever it's called) by a few days. This timer was the original "smoking gun" linking the campaign to Samsung, but who cares about the facts when telling a good story?

    Yesterday, according to Slashgear, Samsung publicly denied they were responsible for the stunt. So who is behind it?

    James Croft, from our own Mactalk Podcast, looked through the source code of the Wake Up page and spotted something interesting:

    Code:
    http://fls.doubleclick.net/activityi;src=2215527;type=black822;);
    This bit is relevant:

    src=2215527;type=black822

    That SRC value is a Doubleclick account identifier. Throw that back into Google:

    https://www.google.com.au/search?q=%...ick%22+2215527

    ...and you get a bunch of hits on the RIM AU website.

    In those search results there's also a single forum post on AppleInsider from a guy who also spotted this source code.

    So it appears* it's Poor Old RIM who put together this embarrassing campaign. It's heartbreaking that even when RIM try something cool, they end up screwing it up so badly that no-one even imagines it could be them.

    It's also worth noting that Blunty, the lucky man who just happened to be at the Apple store to capture the video of the protesters, has worked with Blackberry in the past. He posted a three part glowing preview of the Blackberry Playbook in the lead up to its Australian launch.

    If RIM does turn out to be responsible for this campaign, Samsung owes them a beer. They've had a bunch of free publicity over the last few days, and they'll get a few more days of free publicity when the retractions come through. Not to mention all the Android sites who'll be able to (rightly) make fun of the Apple blogosphere for leaping to conclusions. As for RIM, I wish them all the best...


    *Before this theory gets out of hand, remember, I have no proof beyond the Doubleclick ID in the source code.
    Comments 20 Comments
    1. Stez's Avatar
      Stez -
      This is really pathetic from both RIM and Samsung and their stupid ad campaigns trying to convince people they are mindless or that Apple isn't cool. If anything trying to convince people who are loyal to a certain brand that they are mindless drones often has the opposite effect of waking them up.
    1. moldor's Avatar
      moldor -
      Quote Originally Posted by Stez View Post
      This is really pathetic from both RIM and Samsung and their stupid ad campaigns trying to convince people they are mindless or that Apple isn't cool. If anything trying to convince people who are loyal to a certain brand that they are mindless drones often has the opposite effect of waking them up.
      These sorts of 'flash mob" campaigns only work if people have some clue of WHAT the campaign is all about.

      I work almost opposite the Sydney Apple Store and we had no idea what was going on - in fact, it was only Thursday that I realised it *may* have something to do with Samsung or RIM - I thought it was something to do with some group of wankers saying we were too dependent on technology...
    1. Stez's Avatar
      Stez -
      I also forgot to mention how funny it is that they put so much effort into creating a believable eye-witness account of somebody who bought something, just happened to be on the street filming a microphone (seems legit) when suddenly this happens, and he is the ONLY one who has video of it. Oh, and he put it on YouTube straight away, probably recorded the vlog part in advance. Finding the SRC and how it has links to the RIM Australia site is simply brilliant and then finding out the person who just happens to be there to record it also has ties with RIM? It can't get much more embarrassing for them now can it? I think they are lucky the stupid ad campaign isn't getting any publicity, otherwise they would be left with egg on their face. Wake up and buy our shit products!
    1. Basti's Avatar
      Basti -
      There's a "WAKE UP." poster ad across from the Coke sign on top of one of the buildings at Kings Cross over William St., so someone paid good money for it, it had to have been a corporate stunt, RIM? ha! their alleged BB10 dev phone looks a bit... like an iPhone 4/4S



      Ummm...


      ...
    1. mab's Avatar
      mab -
      According to Slashgear, Samsung publicly denied they were not responsible

      Hee Hee
    1. Liana Pappas's Avatar
      Liana Pappas -
      Apparently the protesters were paid $80 to be there
    1. MissionMan's Avatar
      MissionMan -
      You'd need to pay a person to use a BB as well. That's why most users are corporate, they're paid by their companies to use them
    1. bartron's Avatar
      bartron -
      Quote Originally Posted by MissionMan View Post
      You'd need to pay a person to use a BB as well. That's why most users are corporate, they're paid by their companies to use them
      At work we started to let users have iPhone 4s as an option about a month or so after release. It was the first iPhone model that was able to be used as a replacement to the blackberry service which has been the go-to smartphone in our organisation for years. Not much than 6 months and already we have as many iPhones as blackberries and trends show that people aren't even waiting for their blackberry plans to expire to switch over.

      amateur hour is over
    1. nibbles's Avatar
      nibbles -
      Wonder how much it cost them to sign write the bus with Wake Up?
    1. lavo's Avatar
      lavo -
      It got you all talking about it...... Bad stunt or not, it generated page clicks and water cooler chat, and that people weren't talking about the iPhone, but who staged the stunt. With so many tech sites these days posting about a billion articles about Apple, any publicity is good publicity for the others
    1. nibbles's Avatar
      nibbles -
      Yeah, my first thought when I saw it in my twitter feed was Samsung are trying to get people talking about their phones.

      So, to counteract everything that has been said...

      Buy an iPhone, it's the best. the end.
    1. McBanjo's Avatar
      McBanjo -
      There's a massive billboard on the orient hotel in Brisbane with just 2 words "WAKE UP." anyone else noticed it?

      ---------- Post added at 08:33 PM ---------- Previous post was at 08:12 PM ----------

    1. Peter Wells's Avatar
      Peter Wells -
      I still can't actually believe it's RIM. What the hell product do they have to market?

      Can't wait for the 6 days to be up...
    1. Liana Pappas's Avatar
      Liana Pappas -
      It's been confirmed and all will be revealed on May 7th
      "that will aim to provoke conversation on what 'being in business' means to Australians."

      ouch!
    1. Peter Wells's Avatar
      Peter Wells -
      Quote Originally Posted by Liana Pappas View Post
      It's been confirmed and all will be revealed on May 7th
      "that will aim to provoke conversation on what 'being in business' means to Australians."

      ouch!
      Amazing!

      Congratulations James! And Congratulations RIM on running the best teaser campaign for Samsung this year...
    1. Ryan86's Avatar
      Ryan86 -
      how about they take there own advice.... *WAKE UP* and realise your phones are shit, thats why no one buys them.... Seriously RIM... when the counter finally counts down, everyone will be disappointed yet again....
    1. Alec Fraser's Avatar
      Alec Fraser -
      Wait...so RIM thinks that people who shop at the Apple Store need to wake up?

      Wake up to what? Another Playbook? Another Blackberry Storm?

      I seriously hope that whatever it is they've cooked up a) deserves this level of bullshit hype and b) turns the company around.
    1. The Fluffy Duck's Avatar
      The Fluffy Duck -
      Wake up! You dont want to miss our next joke of a phone, if the balckberry storm had you in stitches our new phone will make you piss your pants!.
    1. leon's Avatar
      leon -
      Probably go down in history as worst RIM job ever.
    1. lavo's Avatar
      lavo -
      After looking at some of the news from the announcements made last night, bb10 looks pretty good. Takes a number of elements from Meego (Nokia N9 for those who wear Apple-shaped glasses ) and webOS, plus a little bit of WP7. And before anyone says "oh, they are just ripping off *insert platform here*", they all do it, including Apple.

      I'm hoping this does turn around RIM. Android is a total mess, Microsoft still cannot get any traction with WP7, which leaves Apple. And Apple *need* a genuine competitor to keep pushing them along. Otherwise we get incremental releases, like a new colour lol
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