By Patrick Avenell
BlackBerry device manufacturer Research In Motion (RIM) has this morning taken responsibility for the 'Wake Up' campaign that confounded Sydneysiders and Melbournites over the last two weeks.
In a statement issued this morning, a spokesperson said:
"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 7 May that will aim to provoke conversation on what 'being in business' means to Australians."
When Current.com.au contacted RIM's PR company late yesterday afternoon, we were told that all members of the team had been called into a meeting. When we did speak to a representative yesterday evening, there was no indication given that RIM was behind the campaign or that any statement would be forthcoming.
The 'Wake Up' campaign has been incredibly successful in terms of attracting media coverage and speculation, though there has been significant push back over the last week, with a number of media types beginning to doubt whether any product could live up to this hype. As the coverage became more mixed, brands such as Samsung Electronics Australia actively distanced themselves from the campaign, which included sending creepy, anonymous letters to journalists and media outlets.
A scan of the letter RIM sent this reporter as part of the campaign.