BlackBerry admits it is behind "Wake Up" stunt

BlackBerry maker RIM has confirmed it is responsible for the "Wake Up" media campaign

BlackBerry maker Research in Motion (RIM) has officially confirmed it is responsible for the "Wake Up" publicity stunt that saw a mob of protesters campaign outside the Apple Store in Sydney last week.

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In a media statement issued this morning, the struggling Canadian giant admitted it is responsible for the campaign, described as a "series of experimental activities".

"We can confirm that the Australian 'Wake Up' campaign, which involves a series of experiential activities taking place across Sydney and Melbourne, was created by RIM Australia," said the statement. "A reveal will take place on May 7th that will aim to provoke conversation on what 'being in business' means to Australians."

The "Wake Up" campaign was previously believed to be the work of Samsung in an effort to promote the upcoming Galaxy S III Android smartphone. Yesterday, Samsung officially denied it was behind the stunt, saying "clearly its captured significant attention in the market and we are as keen as everyone else to discover who is behind it."

Last Thursday, a black bus with "Wake up" emblazoned on the side pulled up outside Sydney's Apple Store in George Street where around 50 people dressed in black protested in front of the store. The protesters were dressed in black and held up placards with the slogan "Wake up" printed on them, chanting at bemused customers and staff inside the store.

The Wake up slogan was also displayed at the bottom of Sydney's Bondi Ice Bergs pool, as well as on a number of billboards. The media campaign has its own web site, wake-up-Australia.com.au, which counts down days, minutes, hours and seconds. The countdown timer is scheduled to end on Sunday 6 May 2012 at 2:59pm.

A video of last week's "Wake up" protest can be seen below.

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Ross Catanzariti

Ross Catanzariti

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