RIM Introduces The Bold TeamBy: Zach Walton - January 31, 2012
RIM is not in good shape, and their latest move doesn’t make it any better.
RIM’s new marketing strategy for BlackBerry, announced via their blog, is The Bold Team, a group of super heroes that personify BlackBerry users.
Whether it’s the determination to run in your first marathon or earn a degree, you proved to us that for you, 2012 is about one thing – boldly seizing opportunities to pursue your dreams. More than this, four bold characters emerged from your #BeBold resolutions, and it’s clear to us that all are bravely stepping out of 2011 and into a 2012 filled with unlimited possibilities. Which are you?
A full rundown of the new “heroes” include Gogo Girl who is “saving the day with a brilliant strategy, a smile or a spatula;” Max Stone who is “able to jump out of a plane and land on a moving speedboat;” and Justin Steele who is “outgoing and kind.” Obviously saving the best for last is Trudy Foreal who is “not afraid to call it as she sees it.”
The company is having users tweet their stories with #BeBold. As expected, the Twitterverse hates this new marketing ploy more than I do and is showing it in marvelous form today.
#BeBold super heroes, Jim B’s last act as CMO of RIMThe
What do you think of RIM’s new marketing strategy? Is it a good idea? Or is just really embarrassing? Let us know in the comments.