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RIM launches new ‘Be Bold’ campaign; maybe the superheroes weren’t so bad [video]

Research In Motion released the first set of commercials from its new “Be Bold” advertising campaign on Thursday and while the ads feature new faces, they are nearly identical to the campaign RIM has been running for months. The Waterloo, Ontario-based smartphone vendor was quick to point out that the team of four awkward superheroes that starred in an infographic RIM recently posted were not part of its upcoming advertising blitz, but perhaps they should have been. RIM’s new ads feature BlackBerry devices in real-world situations and they do a good job of showcasing key features like BBM. What the ads are not, however, is different or memorable. RIM’s new CEO Thorsten Heins named the company’s marketing strategy as one of the first orders of business he plans to address in his new role. With an exciting new breed of devices like the BlackBerry London on the horizon, marketing and advertising will be more important than ever for RIM as the company continues struggling to maintain its footing in key markets. A pair of Be Bold ads can be viewed after the break.

Zach Epstein

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.

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