In my opinion, the Wake Up campaign was one of the best marketing events in 2012. Everyone who went received a random letter with their name on it that just said: “Wake Up.”
It was almost creepy. Imagine waking up and just seeing an anonymously placed letter on your desk telling you to wake up.
Everywhere you went that day, the billboards, the TVs they all said wake up on them.
Eventually, a headline came out saying that Samsung was the culprit behind this creepy yet ingenious style of marketing. And that maybe it was a teaser for one of their new smartphones they were about to release.
It turns out that Samsung was not the one planting letters that day. It was infact Blackberry. 48 Hours after receiving the letter Blackberry admitted it was part of their Rim campaign.
Not to my surprise, the media and journalists actually had given some bad press to Blackberry over this campaign. Even though it received negative publicity sometimes bad publicity can actually help more than hurt. It gets people talking.