The Internet went a little mad with rage when RIM put out its completely harmless #BeBold infographic that tried to group everyone’s personas into superhero characters. The campaign made a lot of sense when it started though. RIM’s social media team had the good idea of piggy-backing on the New Year Resolutions because a resolution is about getting something done – an area where BlackBerry excels. The problem is that when the infographic came out, it was completely blown out of proportion as though this were some new ad campaign. But we can think of one obvious way the marketing initiative could have been better – apps.
Inside BlackBerry article can be found here.
Instead of categorizing the 35,000 tweets into superheroes, these tweets should have been paired with BlackBerry apps. This would help dispel the myth that BlackBerry doesn’t have apps, while also providing some obvious value to the survey. The final message would be “here is how BlackBerry can help you achieve your goals for 2012″. Here are some examples of the BlackBerry apps RIM could have paired with the resolutions.
The GoGo Girl
Do something different – Check out Poynt’s event listings feature.
Achieve your goals – try this Get It Done app.
Be active and healthy – Gym Technik is a great BlackBerry fitness app.
Learn something new – S4BB has some excellent language apps.
In the end, the #BeBold campaign was a good idea. The problem was that the superhero stuff was just really confusing to people and made the whole campaign seem a little contrived. We think our wrap-up for the campaign makes way more sense.