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One Infographic Does Not Make an Advertising Campaign

BeBold Team

When RIM’s Community Manager, Carolyn H, posted their “How #TeamBlackBerry Will Be Bold in 2012” Infographic I doubt anybody expected that it would be the media’s latest scapegoat at RIM. RIM’s blog post was clearly made to simply wrap up the resolutions submitted by BlackBerry users before the new year at Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest which RIM sponsored. Quite a few media outlets have blown what is obviously a simple fun community building infographic into a media campaign that will determine RIM’s future. The thing is if you took a second to read the actual resolutions you will see they have very little to do with BlackBerry and more to do with new years resolutions… We are talking about classic running a marathon or seizing the day type of resolutions.

Either way RIM had to clarify to the spin machine the classic words of Aristotle “one swallow does not a summer make

UPDATE: We’ve noticed The BeBold Team has received a lot of attention over the last couple of days, and wanted to clarify – this infographic is just intended to be a bit of fun. On New Year’s Eve, we asked BlackBerry Twitter followers and their friends to submit their resolutions on how they plan to Be Bold in 2012. More than 35,000 resolutions streamed across Twitter®, Facebook®, and giant billboards in Times Square. As we looked at the resolutions and the data, majority patterns and categories emerged. We decided to organize the data and share it in a fun way, and the result is the infographic. This is not a new ad campaign.

Well glad to hear that is finally settled. Now back to the Chewbacca defense explaining why everything RIM does is a sign that it will fail…

Chewbacca defense

7 total comments on this postSubmit your comment!
  1. This shows how people are so hyper-sensitive to anything RIM does. It also underscores how badly RIM needs to have an uber-professional marketing company in charge of their Brand for the next 18 months at least. People are watching RIM, which means that a savvy marketing firm can leverage that, coupled with a stellar BB10 device that doesn’t disappoint. Of course if not handled properly, more damage to their brand will occur.

  2. It was just a quirky funny infographic and yes people are weird and hyper sensitive over the stupidest things… this wasn’t even a marketing campaign, it was just a quirky way letting users know what group they could fall in. To interpret this as a “marketing campaign” is just idiocy. smh.

    As Luis said, if people actually read the tweets posted it was just 2012 resolutions from BB users and I’m sure that the users’ who got their tweets posted would have been thrilled.

    Honestly if Apple had done something like that I’m sure people would praise it as Apple recognizing their users… if Droid did it would have that little green guy jumping around all over it and people would think it’s cute…

  3. RIM simply needs to be smarter than this and know that people are watching for any misstep. It looks amateurish at best….

  4. RIM may not have meant it as a campaign. But the way the world works these days, anything you publish is an ad. But, RIM also just had a major management change. To think that putting out this infographic wasn’t going to be scrutinized is ignorant. Heins said he wanted new marketing. So everyone is watching to see what Heins will do, how he handles the media, and how he will market BlackBerry.

    In other words, RIM’s intention may have been all for fun. But it just simply isn’t due to Heins taking over a little more than a week ago. Everyone is watching RIM for that reason.

  5. The fact that people are jumping all over every misstep that RIM makes is because they WANT them to get their act together, not because they want to see them fail.

    I don’t bitch and moan on Apple sites about how locked down they are and how their OS is inflexible… because I really don’t care about Apple or their products. If I wanted RIM to fail, I wouldn’t be complaining on Berry Review, I’d be silently off playing with my android devices.

    Unfortunately at this stage, every misstep RIM makes (including stupid cartoon-based marketing kit for Be Bold) reinforces the belief that their focus is not where it needs to be, their competency is not where it needs to be, and their current downhill slide will continue. I think we all hope to be proven wrong.

    • I agree with you Kmanvan for some of the critics though there definitely is an agenda when even the smallest things are blown out of proportion. You have to keep in mind that RIM has 17,000+ employees. They all do different things with a team dedicated to engaging the community and following up with promotions like they did on new years. The infographic is the same as billions of others we have received from other companies. Only difference here was the image on top but seriously how closely have these sites ever analyzed an infographic…

  6. This has been the oddest reaction to RIM I have ever seen…

    Although I think that RIM should just start doing stupid stuff to mess with these people…

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