RIM Introduces The Bold Team

    January 31, 2012
    Zach Walton
    Comments are off for this post.

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.

The #BeBold super heroes, Jim B’s last act as CMO of RIM 29 minutes ago via Twitter for BlackBerry® · powered by @socialditto

Dear RIM: Marketing is not your prob, its that you have a track record of not delivering devices on time, and when you do, they lack #BeBold 35 minutes ago via MetroTwit · powered by @socialditto

Just when you thought RIM couldn’t hit a new low… http://t.co/9Fba0FxL #BeBold #fail 11 minutes ago via web · powered by @socialditto

Now, I’m not one to call #BlackBerry “f$cked” per say, but they are f$cked. It’s gonna be a bad year. #BeBold http://t.co/88PEfGMi 1 hour ago via Update app · powered by @socialditto

Anyone want to buy a #Blackberry? Cheap. PS – I’m a GoGo Girl! #BeBold Sigh. 37 minutes ago via Twitter for iPad · powered by @socialditto

@BlackBerry #BeBold cartoon characters are not a good look for the company. 2 minutes ago via Twitter for BlackBerry® · powered by @socialditto

Where’s the one in the wheelchair? http://t.co/jmxRA6vS #BeBold 3 minutes ago via Twitter for Mac · powered by @socialditto

And by the way, I’ve never seen a BlackBerry user who would actually look good in spandex #BeBold 4 minutes ago via Twitter for Mac · powered by @socialditto

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.

  • http://www.stormstudios.co.uk Simon France

    It looks like they’ve lost the plot as to who their target audience is, if they are now trying to capture the kid market they had better to it well, as I think this will totally alienate the Business sector.

  • David

    Yeah it looks like they’re going after that prized “Little Children 6-13 years old who also like meaningless graphs and percentages” demographic. The Autistic Emancipated Tween Demographic?

  • http://geekboy.ca Geekboy

    Dude – how can you still be drinking the “blackberry is secure” Flav-R-Aid? Regardless of their corporate line, there are two factors that make the blackberry network anything but secure:

    1: RIM maintains an archive of all traffic in decrypted form. To maintain their markets they have publicly assured a number of governments that they can and in fact already do this.

    2: Regardless of what is going on in Waterloo, blackberry mail still goes through Exchange at your shop. And anything on Exchange has the equivalent security of a cardboard box under a 10-year old’s bed.

    RIM’s much vaunted “security” is nothing more than a panacea for retro-grouch IT types that can’t be bothered to read the news. That boat has come, gone, sailed, sunk, and been found by the Ballard Institute. It’s time to stop repeating that particular doublespeak and move on.