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RIM Takes Responsibility For “WAKE UP” Campaign In Oz

May 1st, 2012 by Caroline

It seems many of us were quick to jump to conclusions, following the flash mob protest outside the Apple store in Sydney, Australia last week.

A load of people got off a “WAKE UP” branded black bus, dressed in black, and waved “WAKE UP” signs before chanting outside the Apple store. Based on Samsung’s earlier teaser video for its upcoming Galaxy S3 smartphone, which poked fun at iPhone users for being like “iSheep”, Samsung was firmly blamed for the stunt.

However, RIM Australia has now issued a statement confirming it was behind the protest: “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 countdown calendar on the Wake Up Australia website should have questioned our judgement that Samsung was the guilty party – it was a few days late for the Galaxy S3 launch event, scheduled for 3rd May in London. But it was assumed that this date was the launch of the S3 in Oz instead.

Then Samsung is said to have publically denied being behind the stunt, and the guys over at MacWorld discovered something interesting when they looked at the source code for the Wake Up site. A Doubleclick URL linked hits to the RIM Australia website. Plus, the man behind the video, who happened to be in the Apple store at the time of the protest and filmed the event, has worked for BlackBerry in the past.

So BlackBerry was behind the whole thing, and no one suspected. Oh dear.

At least from Samsung’s point of view, it’s been a lot of free publicity – and with the unveiling of its next flagship smartphone only two days away, that is certainly no bad thing. Those in the Apple camp will no doubt be accused of jumping to conclusions, but with the iPhone 5 also round the corner, and set to be a major challenger to the Galaxy S3, it’s hardly surprising.

[Source: MacWorld]


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