The latest campaign act for the smartphone company RIM has the left their company with an image of desperation and hopelessness. The company released a promotional video in which several members of the company sing tweaked lyrics to REO Speedwagon’s “keep on loving you” to show their appreciation for blackberry developers. The clip appeared to give the company a position of believing their current platform is obsolete; it would be hard to disagree. Any points of difference that blackberry may have had are vanishing as the advancements in apple and android products are moving exponentially faster than their own. Blackberry’s strongest point of difference, blackberry messenger, is as well struggling because its appeal is contingent on the popularity of blackberry itself. It is very apparent that the object of this video is to plead to the blackberry faithful to stick with the company through the current struggle the company faces. In this environment, with an overflow of information, RIM makes it very easy for consumers to simplify their platform by merely placing it at the bottom of all smartphone providers.

http://www2.macleans.ca/2012/09/25/rim-makes-insane-power-rock-marketing-video/