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Did Blackberry's U2 Deal Expand Appeal? Blog_lock

25 Sep 2009 at 11:51 AM  |  0 Comments

Notes from RIM 2Q Conference Call

Shares of Research in Motion sunk 15% today after Blackberry's parent company forecasted weaker than expected third-quarter sales projections and indicated it may cut prices on some products.

Heading into the Q3 Blackberry will continue to invest in integrated marketing campaigns, in an effort to expand product appeal and go toe-to-toe with the likes of Palm and Apple for mainstream marketshare.

RIM Co-Chief Executive Officer, Philanthropist and prospective NHL owner, Jim Balisle offered this:

Over the summer, RIM continued to build the value of the BlackBerry brand by launching a multi-tiered co-marketing campaign with the band U2. The campaign included a new television ad and digital marketing push promoting the new U2 mobile album and gave RIM the exclusive marketing rights ...

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