PlayBook marketing: Can RIM do better than Palm? [Video] | webOS Nation

PlayBook marketing: Can RIM do better than Palm? [Video]

by Riz Parvez Sun, 01 May 2011 11:29 pm EDT

As our friends in the world of Blackberry boldly ride on Palm’s coattails embark upon a journey of reinvention with the recent launch of PlayBook, they’re faced with an incredibly similar challenge as the stewards of our favorite OS: How do you convey the elegance of a new, complex OS in the span of a 30 second commercial spot, and even more importantly, how do you make people want it?

Recently RIM’s first PlayBook commercial aired nationally, giving us a glimpse into how they plan on tackling that task. With all of the obvious similarities between webOS and PlayBook, perhaps we (and HP) can learn something from Waterloo’s first volley into this incredibly competitive space. [videos after the break]

Now, before we get too high and mighty, here are a few examples of webOS marketing campaigns past to give us some perspective.



and of course the now infamous:


All right, enough humble pie. Can our friends in the frozen north do any better? Here’s their first go-round:

Well that wasn’t so bad, was it? It seems at first blush that RIM’s got all the important pieces firmly in place. Catchy song? Check. Portability? double check. Multitasking, fast app-switching, video,and books? Check, check, check and check. In a lot of ways, this is exactly the kind of add we were hoping to get from Palm all along. But is it enough? The PlayBook, like webOS in it’s entirety, faces an existential problem. Why go to this instead of “a ‘droid’” or “one of those iPads” like everyone else already has? Looking at it that way, I’m not so sure this ad goes far enough.

And speaking of iPads, we’d be remiss to leave out that 800lb gorilla of the tablet space, wouldn't we? By any reasonable estimation Apple owns the market they singlehandedly created, and for good reason. Their products have cachet. An it status. It puts them in the enviable position of not having waste even a breath about features. They are the ones to be differentiated from, and so they speak simply, tug heartstrings, and release this:



So you've seen the good, the bad, and the ugly. At the end of the day, by sheer nature of reading this site, none of us are a good example of John Q. Public. But let’s step outside of our geeky shoes for a minute and hazard a guess. Does the Blackberry ad hit the mark? Sound off in the comments and tell us why or why not.