RIM says it orchestrated anti-Apple flashmob

Thorsten Heins, president and CEO of Research In Motion, the company that makes BlackBerry, delivers the keynote speech during the BlackBerry World conference, Tuesday, May 1, 2012, in Orlando Fla. (AP Photo/Reinhold Matay)

WATERLOO, Ont. - BlackBerry maker Research in Motion is confirming media reports that it was behind anti-Apple flashmobs that took place in Australia last week.

In a statement released Monday night, the Waterloo, Ont., company admitted that RIM Australia created the "Wake Up" campaign, which it says involves a series of experiential activities taking place across Sydney and Melbourne.

"A reveal will take place on May 7th that will aim to provoke conversation on what 'being in business' means to Australians," RIM says in the statement.

Last week, dozens of people in black clothing showed up in a coach bus and waved "Wake Up" signs at customers inside a Sydney Apple store.

Samsung — which is known for targeting Apple in its marketing campaigns — was initially blamed for the stunt by tech-focused web sites, but it denied any involvement.

RIM's "Wake Up" campaign is believed to be part of a promotion for the BlackBerry 10 operating system, which was previewed Tuesday at the BlackBerry World conference in Florida.