RIM’s latest marketing campaign is based around a squad of cartoon characters called the Bold Team, accompanied by the #BeBold hashtag on Twitter. It wasn’t a good idea.
Why? Because the campaign is blowing up in RIM’s face. Spectacularly.
The vague hashtag, plus the cheesiness of the cartoon characters, prompted the masses to hijack #BeBold. So now, just one week after McDonald’s reminded marketers everywhere how NOT to do a Twitter campaign, RIM makes the same mistake. It’s getting ripped on by its own hashtag (via Gizmodo).
Take a look at what people are tweeting. It entirely consists of folks railing on either the cartoon, or the company as a whole:
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