RIM has started an interesting new marketing campaign called “Ask Someone Why They Love Their BlackBerry.” The idea is that RIM has a few featured owners sharing their love for the BlackBerry. On top of that RIM is asking users to submit their story of why they love their Berrys.
RIM has a whole philosophy as to why people love their BlackBerrys. RIM has divided the love into 4 different categories: Balance, Control, Efficiency, & Freedom. The funny omission is that many people use their BlackBerry as a status symbol or just to play games. 
The URL for the campaign is http://www.blackberry.com/ask/
RIM will ask you to:
“Suppose you run into someone who is thinking about buying a BlackBerry. What would you tell them? Tell us your story about how BlackBerry enhances your life. If it’s interesting or even funny we might select it to appear on our website or in our advertising.”
This is actually pretty official with submission rules and lots of legalize to make sure that they are allowed to reproduce your submission on their website. You can watch a few featured owners describe their love or even read some for owners such as yourself. If you click the “Share Your Story” tab you can submit your own story.
luc-mobile Not Registered
Posted: January 24, 2008 at 8:59 PM EST
I’m not sure this is a good idea. If you’re a pusher, you probably don’t want your customers thinking too much about why they are addicted.
Ashton Not Registered
Posted: January 25, 2008 at 9:28 AM EST
is this actually new? i thought i saw this up months ago on rim’s site… there’s a video of a guy (lower down in the list of features) talking about his 7 cycles bike.
or is just the contest part new?
Ronen Halevy ( View Profile) Senior admin - Posts: 5297
Posted: January 25, 2008 at 10:19 AM EST
Ashton,
It is nothing really new but I have recently seen the ads all over the place. I used it as a build up to:
http://www.berryreview.com/2008/01/25/new-rim-campaign-ask-somebody-why-they-hate-their-blackberry/
Orange County Advertising Agency Not Registered
Posted: July 25, 2008 at 3:42 PM EST
Is this really marketing or is this just shifting the aim to the customer?