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To launch BBM 2.0 and its cross-platform offering, we ran several exciting and innovative XM and social media programs, including in program partnerships with the Brooklyn Nets and Toronto Raptors.

Agency: Bond Brand Loyalty
Account Managers: Liz Rose, Yolanda McKendrick
Creative Director: Sean Claessen
Associate Creative Director: Ian Pady
Art Directors: Samantha Whissell, Amal Jama
Copywriters: Maurice Young, Ian Pady


These included participation in Raptors Jam with wrapped basketballs and celeb photo ops, Double-Bubble foamies at games, arena take-overs and custom social media posts for BBM Pins. I was part of the small team that hatched a ton of fun XM activations in new and experimental media. The client was very open-minded to our out-of-the-box ideas! BBM experienced a surge of 20M downloads at launch! It sparked a social trend with BBM Pin posts, and recognition of the brand previously exclusive to BlackBerry only.

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