RIM Admits Orchestrating Anti-Apple Stunt In Australia

Date : 05/02/2012 @ 11:56AM
Source : Dow Jones News
Stock : Research in Motion Ltd. (RIMM)
Quote : 13.025  0.0 (0.00%) @ 2:05AM

RIM Admits Orchestrating Anti-Apple Stunt In Australia

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Research In Motion Ltd. (RIMM) said that its Australian operation was responsible for an anti-Apple Inc. (AAPL) flashmob in Sydney last week that triggered a raft of speculation over who was behind the stunt.

Local media and blog reports said a large group gathered outside an Apple store in the Australian city, chanting "wake up" and holding up signs with the same message. In addition, signs bearing the same message were spotted in places like the bottom of a pool in Sydney's Bondi beach, and in Melbourne, according to press reports.

The Sydney Morning Herald reported Apple rival Samsung Electronics Co. (SSNHY) was rumored to be behind the protest, but the Korean smartphone maker denied any involvement.

RIM has now solved the mystery. In a statement, it said the Waterloo, Ont.-based company said, "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."

RIM, which is hosting its annual BlackBerry World conference in Orlando this week, is drumming up enthusiasm for the launch of its new BlackBerry 10 phones later this year. The company has been struggling to recapture market share from rivals like Apple and Samsung.

-By Carolyn King, Dow Jones Newswires; 416-306-2100; carolyn.m.king@dowjones.com

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