RIM hopes NHL players (including one Maple Leaf) can make the PlayBook look cool

Hockey players and Research in Motion now have more in common than a tendency towards bouts of unresponsiveness—RIM has managed to coax five NHL players, including Toronto Maple Leafs winger Joffrey Lupul, into filming video diaries to promote the much-maligned PlayBook tablet. A teaser video shows Lupul, along with the Anaheim Ducks’ Bobby Ryan, the New York Rangers’ Martin Biron, the Philadelphia Flyers’ Scott Hartnell and the New York Islanders’ Michael Grabner, eating cheese-laden sandwiches, signing autographs, going shopping and playing cards. (Hockey players: they’re just like us!) We’re intrigued by the marketing gambit because it signals that new CEO Thorsten Heins is serious about his vows to work on RIM’s image. Plus, it’s a big ol’ slap in the face to ousted CEO Jim Balsillie, who never did realize his NHL dreams. Read the entire story [Financial Post] »