Guerrilla marketing carries a reputation as the most effective that companies can employ. It seems more fun than advertising, to reach the public more directly and becomes nothing but love those responsible for advertising, something viral. The last major company in the world of new technologies to use guerrilla marketing to position a product has been RIM, who has launched a campaign with these features.

The campaign began in mysterious ways few days ago. A flashmob took the street in front of Apple Store Sydney. A spontaneous group stood in front of the windows of the establishment, holding banners inviting wake. The flashmob was not identified at first as a movement of communication from RIM, so at first it was thought Samsung (who is starring in an advertising onslaught quite aggressive against Apple and the iPhone) as the firm behind the campaign.

RIM Australia confirmed to the media but, as stated BusinessInsider that they were responsible for the campaign, pointing to a dramatic effect on - then - May 7.



The company pushed the guerrilla marketing actions with classic print ads and a special site dedicated to the operation, as noted by The Verge, which includes the great manifesto antiApple everyone expected as RIM had announced itself. RIM claims that not only have to think differently "also must be done" in a direct attack on Apple's classic slogan, and says that doing business is no longer just wear a suit and a briefcase, but something else.

BlackBerry has long been associated with the image of the terminal for the business world, something that the popularization of the smartphone has been penalized. In the mass market, a phone for the business world does not have the same appeal as other types of terminals.

The company has just launched BlackBerry 10, the new version of its mobile operating system and could be the last hope of salvation from smartphone signature. In the last year, RIM has seen its highs - and historical - responsible left the firm and has made efforts to position themselves where their competitors have been successful, such as trying to attract developers to Android.

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