RIM Australia owns up to 'Wake Up' Apple Store flashmob
Published May 1 2012, 11:40 BST
By Andrew Laughlin
BlackBerry maker Research In Motion
(RIM) was behind the recent 'Wake Up' protest at an Apple Store in Australia, rather than the previously-thought Samsung. MacWorld
decided to investigate after a flashmob descended on the store in Sydney
and started chanting "wake up" at shoppers and waving placards bearing the message.
The technology site opted to examine the source code behind an accompanying 'Wake Up' online presence, and discovered that it led to a Double Click URL with ties to RIM Australia.MacWorld
also found that the man who captured the video of protesters and posted it online had previously worked with RIM to promote the PlayBook tablet.
It was initially thought that Samsung was behind the flashmob, as it has previously targeted Apple in its marketing campaigns, and recently likened Apple fans to 'sheep' in a video for the new Galaxy smartphone
The Korean consumer technology giant also set up a pop-up shop outside an Apple store in Australia last October, offering consumers queuing up for the new iPhone 4S one of its Galaxy S2 phones for just a few dollars.
However, Samsung Electronics Australia said in a statement that it had "nothing to do with the 'Wake Up' campaign".
RIM, which has recently struggled in the consumer market, has now confirmed that it was behind the flashmob, which it claimed was part of "experiential activities" in Australia.
A statement from the Canadian firm 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 May 7 that will aim to provoke conversation on what 'being in business' means to Australians."