Tagged: marketing

RIM shoots… and scores on their own goal

NHLPA member and New York Rangers goalie Martin Biron demonstrates the fit of his goalie mask in a video created using a BlackBerry PlayBook

 

Update, Monday February 27: RIM and/or the NHLPA appear to have fixed the problem described in this post and all of their videos now look as good as the ones included at the bottom of the article. Thanks to reader Kyleigh for pointing this out!

Original post:

This is PlayBook 2.0 week, the week when everyone who owns a PlayBook gets the opportunity to upgrade their OS to a version that finally brings the 7″ tablet up to snuff with the other tablets on the market. High-fives all around right? Well, yes – and no.

Given the celebrations, it would definitely seem to be the right time to get the word out about the PlayBook with a marketing effort that speaks directly to consumers. And if it could highlight one of the great features of the PlayBook – like the fact it can shoot 1080p HD video from both the front and the rear cameras – something which it’s biggest competitor, the iPad 2, still can’t do -so much the better.

It was with this goal presumably in mind that RIM launched its partnership with the NHLPA – the folks who represent the professional hockey players of the NHL. The partnership has led to a new website where fans of the game can come to watch up close and personal videos of their favourite players, all shot using the PlayBook.

But this is where things take a nasty turn. The videos are horrible.

I’m not referring to the content. I daresay that NHL fans would happily watch any video that gave them a glimpse inside the private lives of their hockey heroes which the short video clips certainly deliver.

I’m talking about the actual video quality. They look like they were shot using a VGA-quality webcam and then streamed over Skype using a heavily throttled connection. The frame-rate appears incredibly low – I’d guess somewhere around 15FPS (video needs to be at least 24FPS in order to look smooth) and in many places the audio goes out of sync with the video.

In one of the videos, New York Rangers goalie Martin Biron shows off his new mask. He dons the mask and proceeds to shake his head vigorously side-to-side to demonstrate how well it fits. At least, we assume that’s what he’s doing. But if it wasn’t for the shaking sound produced by the neck-guard rattling, it would be impossible to tell: his masked face simply blurs a little -it’s like watching a high-speed train pass one foot in fr0nt of your face.

When you consider that the PlayBook is actually capable of some fairly decent video capture, it’s hard to imagine how these videos ended up looking so bad.

If I didn’t already know better through using a PlayBook to shoot video, watching these clips would not convince me to buy. In fact quite the opposite. Which is really a shame because OS 2.0 really is an amazing upgrade. From the new Mail, Contacts and Calendar apps which are all now native to the OS, to the clever social integration which lets you compile a contact’s professional, Facebook, Twitter and LinkedIn info all in one handy location – this update finally delivers on many of the promises the platform made when it debuted last year.

A part of me actually wonders if this ultra-low-fi video was intentionally created. Each clip starts with a very jerky animation of the NHLPA’s logo followed by a BlackBerry PlayBook. Unlike the videos that follow, you can tell this was a stylistic choice and not some limitation on the part of the designer. But why? Why create a series of videos that make your product’s capabilities look so inferior? For despite the PlayBook’s advantage in the resolution of its twin cameras, many viewers will wonder if the iPad 2 produces a better result.

I’d like to give them the benefit of the doubt. Perhaps the intent was not to focus on the PlayBook’s video quality but just to generally get people talking about how cool the tablet is. But in the campaign’s inaugural week, the video is the only feature we’re given to discuss.

Or perhaps this is merely another indicator that RIM still needs to work as much on its marketing activities as it does on its products.

Check out some of these YouTube videos that have been shot with the PlayBook and decide for yourself if the NHLPA’s behind-the-scenes footage is a good testament to the device’s capabilities.

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