Research In Motion


Research In Motion (RIM), the smartphone maker losing ground to Apple's (APPL) iPhone and Google's (GOOG) Android, started a marketing campaign in January that focused on users' New Year's resolutions. It designed superheroes to reflect the responses, encouraging use of the #BeBold hashtag. While some fans used it to voice support for the BlackBerry maker, many others appended it to send tweets ridiculing RIM and bashing its brand. "@blackberry You are boldly running your company into the ground #BeBold," wrote Twitter user @benhime33, Mashable reported

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