In an innovative campaign, Blackberry has arranged protests and sent mysterious letters to press, with the call to action ‘Wake Up’.

Apple Sydney

A huge black bus with ‘Wake Up’ in large lettering down one side pulled up outside Apple’s Sydney store last week as part of an apparent protest. People dressed in black held placards which simply read ‘Wake Up' and protested – although what about, no one was really sure. Since then, the message has appeared at the bottom of the pool at Bondi and in various public activation experiences.

Strange letters

Letters arrived at various media offers, most simply written in white marker on black paper. ‘Dear [insert name], Wake up.’ The rather sinister and potentially powdery-looking approach didn’t go down so well with some media, but nonetheless – there was an outbreak of coverage, with many media outlets guessing Samsung as the sender.

Website

A wake up website has appeared, but doesn’t offer much information, besides a counter, which doesn’t match the timing of the Samsung Galaxy launch.

Video

A video of the Sydney protest has had some viral success, with over 500,000 views as at today. However, news that the blogger Nate “Blunty” Burr had been tipped off about the event has done little to help the campaign’s credibility.

Blackberry behind the campaign

With billboards popping up with the Wake Up message, Samsung denied having a part in it and Blackberry’s creator, Research in Motion (RIM) put their hand up. An Australian representative said the campaign’s purpose is to highlight Blackberry as more than just a business tool.

Monday

Monday is set as the day for the campaign’s reveal, although exactly what will happen is anyone’s guess.