Tag: stealth marketing

Xomad’s BBM Lounge Party for Mark Salling’s Record Release Party


Mark Salling record release Xomad

Xomad had another BBM Lounge party and if you’re confused about what these parties are about – you’re not alone. The parties are being help by Xomad who get money from RIM marketing to position BlackBerry and BBM as a nightlife brand in young Hollywood. The latest party coincided with Mark Salling’s record release party and featured hors d’oeuvres and themed cocktails like the BlackBerry Lemonade.

Does any other smartphone manufacturer sponsor parties like this? Does it even work? Marketing dollars can influence consumers but it’s generally on a much more massive scale. It’s hard to imagine that getting a group of minor celebrities together to awkwardly pose with a BlackBerry has any impact on perception of BBM or BlackBerry.

Check out the full Flickr page here.

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Stealth Marketing BlackBerrys to New Yorkers


A recent article in the NYDailyNews talks about a stealth marketing campaign that RIM, or one of its outsourced marketing firms is employing to get BlackBerrys in the hands of young, good-looking professionals.

Julia Royter, a 26 year old actress employed in the stealth marketing campaign, says “I was with a bunch of hot girls and we would just walk into bars, whip out our BlackBerries[sic] and try to get guys to look at them by flirting. We’d say, ‘Put your number in my phone and I’ll totally call you. We’ll go out on a date!’ But we just wanted them to try the BlackBerry. I definitely didn’t call anyone.”

The article suggests the marketing campaign is “ethically dubious” but it’s really just a waste of everyone’s time. So you manage to get a BlackBerry in the hands of one good looking person, who might influence 20, great. Wouldn’t it be better to just build a great product that looks good and performs better than the rest, which in turn influences several million people to buy? This is exactly the sort of thing that happens when companies have over-inflated marketing budgets.

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