Update: RIM confirms ‘Wake up’ campaign created by RIM Australia

Peter Wells
29 April, 2012
View more articles fromthe author

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 Mactalk Podcast, and our sister website, looked through the source code of the Wake Up page and spotted something interesting:


This bit is relevant:


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


…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.



18 people were compelled to have their say. We encourage you to do the same..

  1. abe says:

    vodafone – through toungue.com.au

  2. Peter Wells says:

    @Abe, I know Voda is a client of Tongue, but I doubt any Telco would fake a protest outside an Apple store. I can’t imagine Apple appreciating the humor…

  3. WaveyUK says:

    I think it’s just another example of the (sad) demise of RIM and the Blackberry brand. I did a piece on my blog last week summing up the fortune of RIM, and I stand by my prediction that unless they turn it around quickly, Google or Microsoft may be sniffing around to acquire them.

  4. Theo says:

    In fact, I would put my money on Samsung. They will announce the Galaxy S3 in 3 days in London, so that would be the announcement day in Australia.
    Oh, and the first BlackBerry OS10 phone will be released late August according to some leaked documents from RIM.

  5. Kosso says:

    RIMshot (in the foot).

    Nice one Pete.

  6. respighifan says:

    Samsung’s “denial” is hardly that if you read it carefully. The cheerleading is quite apparent, however,

    The stunt was hardly embrassing – the embarassing thing is the ridiculous passion the Apple fans are putting into finding out just who the perpetrators of this so-called fiendish and diabolical stunt is – really, Mac?

    How about you just ignore it? Apple is kicking backside all over the place – so just keep your cool! The fact that you all are getting so up in arms means you either are too sensitive or else you worry that other people think (rightly? gasp!) that the whole cult of Apple thing has gone a little too far!

  7. Dan says:

    People all over the wporld are waking up to crapple and it’s crapple products. The propaganda can go so far! I bought an ihotlamp that could cook an egg since it got so hot. Never again will I be fooled by crapple.

  8. Trino says:

    Tech blogs need to get over this, so much commotion for something so stupid. It’s not like you’re discovering life on another planet.

  9. Joel says:

    If it truly is RIM, now that’s ironic. They’ve been asleep at the wheel throughout the entire smartphone revolution ushered in by the iPhone. Not trying to gush over Apple or anything, but let’s call a spade a spade, everything changed after the iPhone was released, and RIM’s been playing catchup ever since.

  10. Bob says:

    One would think that RIM is the one that needs a “Wake Up” message in order to stay competitive in the consumer market.

  11. Rocmon says:

    Well, i think they were aiming at the sheep in the apple store who, for the most part, have clue zero what they are paying for and especially why they are buying an apple product…. Oh yeah, because the corrupt media tells them its what they want! Lol, who gives a damn… Hot today – not tomorrow, apple has built themself a high cliff to drop of from – like does anyone really think a consumer product wil have indefinite (blind) loyalty?

  12. Robert says:

    The only thing bad about apple is the price, they make some cool stuff. Its no better than the cool stuff other people make. I don’t know what we need to wake up too? Any Ideas…

  13. Southflguy says:

    How ironic that RIM would tell Apple to wake up when their CEOs for years thought they had the smartphone market in their pocket. Wake up RIM.

  14. Peter Wells says:

    Truly amazing. I couldn’t sleep last night because i just couldn’t help but think we got this completely wrong, and seeing it appearing everywhere was making me very nervous. I mean, the whole campaign just felt like it was something Samsung would do. And what the hell product does RIM have to showcase? who the hell is RIM to tell anyone to wake up? etc etc.

    Great work to James for spotting the code. :)

  15. Neoberry says:

    Rim is and will always be number 1.

  16. Dara says:

    thank your nice blog

  17. David says:

    Why are the Apple-knockers even on this website? Nothing better to do? Keep practising your RIM-jobs.

  18. jim says:

    Instead of doing stupid stunts like this, they should make a product that people want and buy.

    Smells like desperation.

Leave a Comment

Please keep your comments friendly on the topic.

Contact us