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	August 6, 2009 Case Study: RIM's Simple, Goal-Oriented Approach To Mobile Marketing by Neil Strother with Josh Bernoff, Emily Bowen

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Executive Summary

Research In Motion (RIM), maker of the popular BlackBerry devices, has used a simple approach to its mobile marketing effort as it tries to capture growing interest among consumers for smartphone devices. The campaign demonstrates other best practices: targeting the right audience segments, establishing clear objectives, working with the right partners, and integrating with overall marketing efforts. The mobile campaign has outpaced a similar one online by 55%, and as a result, RIM has increased its mobile spending fivefold.

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