Research In Motion Introduces BlackBerry Superheroes

Struggling BlackBerry maker, Research In Motion, begins 2012 with a band of super heroes that are said to be part of its “Be Bold” advertising campaign.

In a post to the Official BlackBerry Blog, RIM introduces the “BeBold Team” namely Gogo Girl, Max Stone, Justin Steele, and Trudy Foreal. RIM claims these super heroes are based on the resolutions BlackBerry customers posted on Twitter and Facebook using the #BeBold hashtag during New Year’s Eve. These responses were used to paint a picture of how BB users plan to use their QWERTY smartphones to “Be Bold” in the new year.

The reaction has not been positive. One tech blog, Gizmodo, calls the new campaign as “proof RIM has entirely lost it.”

The post adds: “A company which is shedding customers quicker than the Costa Concordia lost passengers, seeing its stock price fall week-on-week, and drafting in replacement CEOs, you’d expect to put some effort into advertising. Obviously not.”

RIM goes into defensive mode, insisting the “BeBold Team” is not part of a new ad campaign and claims the characters are just “intended to be a bit of fun.”

Source: BlackBerry Blog, via Financial Post

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