One of the techniques of good public relations is issue management. that is the ability to be reactive after something has happened to alter the perception of the corporate identity of a company.
Blackberry launched a campaign that would help them gain their customers back after RIM failed to deliver network for 3 days, to all blackberry users in the year 2011. The campaign was set to make fun of RIM by getting customers to send funny messages to their friends, and should they not respond within five minutes then they win $100.
This campaign was a great way for blackberry to gain new relationships, while still maintaining the ones they have. they took a situation where most people were loosing faith in the company's ability and turned it into something almost everyone likes doing...laughing. The campaign even went so far as to have a website with a branded sketch called bbm roulette.
This laugh a minute campaign might work, but for how long? Yes people will make fun of RIM's slow service delivery and yes they might get money from doing so. BUT what happens when people get home and they still have teh same problems? RIM still has network providing issues and no amount of money thowing can change that.It simply needs to be fixed!
This campaign was a great way for blackberry to gain new relationships, while still maintaining the ones they have. they took a situation where most people were loosing faith in the company's ability and turned it into something almost everyone likes doing...laughing. The campaign even went so far as to have a website with a branded sketch called bbm roulette.
9 comments:
im still waiting for my funny messages since none of my friends sent me anything:( i didnt know about that initiative
well personally i do not think the campaign will be successful and do not think people will entertain . they should just come up with something better.
It is not enough to do canpaigns that are short termed. What if the RIM failure happens again? What will they do then?
BLACKEBERRY!!
you know what they say, patience is a virtue... but besides the campaign was in america so unless you know someone from abroad, i doubt you'll get it.
i agree with you Zanele, blackberry has too many problems to fix and thy must know that just brushing everything under the rug wont be enough.
lol all we can do is scream and hope for the best.... i know we wont stop using it though.
they say they are confident in the fact that RIM wont be failing them anytime soon. Blackberry reckons that their major concern is assuring their customer's happiness and confidence in the brand once more.
and besids even if it does work and the masses are entertaineed this campaign is only in america what happens to the rest of the world?
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