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. 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.