Can These ‘Bold’ Cartoon Characters Save RIM and their BlackBerry?


With the recent ‘departure’ of RIM co-CEOs Jim Basillie and Mike Lazaridis and the elevation of Thorsten Heins into the new role, it appears RIM was on the road to change. Well, think again because the RIM marketing team has unveiled their plans on how to save the BlackBerry by introducing four new ‘cool’ cartoon characters.

I kid you not this is not April Fool’s Day in January. Take a look below and tell me what you think:

Of course, after the image was broadcast on the internet late yesterday, RIM responded on their Inside BlackBerry blog today:

“UPDATE: We’ve noticed The BeBold Team has received a lot of attention over the last couple of days, and wanted to clarify – this infographic is just intended to be a bit of fun. On New Year’s Eve, we asked BlackBerry Twitter followers and their friends to submit their resolutions on how they plan to Be Bold in 2012. More than 35,000 resolutions streamed across Twitter®, Facebook®, and giant billboards in Times Square. As we looked at the resolutions and the data, majority patterns and categories emerged. We decided to organize the data and share it in a fun way, and the result is the infographic. This is not a new ad campaign.”

Sigh. Good luck, Heins. I wish you guys all the best on trying to save RIM on your own.

[via MobileSyrup]


  • Weebsurfer

    LAME! Someone will eat this crap up though.

  • Houdini

    Leave it to Blackberry to take something as simple as cartoon characters, and make charts and data to totally bewilder people.

    Only project managers and accountants are going to love those charts…

    What, are they copying  Pixar now, but making it completely boring and unintelligible?

  • Anonymous

    Can These ‘Bold’ Cartoon Characters Save RIM and their BlackBerry?

    Answer #1: No

    Answer #2: See Answer #1

  • Wat?

  • xxJDxx

    EXACTLY! who are they targeting with this??

    Doesn’t blackberry kind of specialize in enterprise servers and business related markets. Why the kiddie campaign?

  • Anon

    They really need to FIRE this new CEO.  WTF?

  • LOL

  • I liked the YouTube comment that he ‘stole Stephen Harper’s haircut’.

  • Daniel Lee


  • Anonymous

    Gosh. This is where RIM is heading? Honestly… 

    I think that RIM is going to end up like Nortel.

  • Guest

    rofl…. he tottttallllyyy did

  • Kraken

    Either that or fire the marketing execs responsible for this ridiculous campaign.  WTF is right.

  • Washound

    Beyond the ifographic, after watching the video it was like listening to Rim’s death rattle. Thorsten Heins says he’s excited about the future of Rim with a straight face! It’s hard to believe anything he says especially when it sounds scripted on the past year’s news articles. My favourite part was when he says PCs and innovation in the same sentence. Uh oh.