Blackberry BBM/Text Roulette
Blackberry has built up a reputation as being the business phone. When we think of corporate America, there is seldom humor involved. That’s why this cross-promotion from Blackberry and CollegeHumor caught me off guard and caused a bit of a chuckle.
Two CollegeHumor reps took to the streets to play a game of BBM/Text roulette. After finding a random person with a Blackberry, the correspondents would flip a coin labeled “BBM” and “Text”. The game contestant would then spin a giant wheel consisting of various phrases and sentences. Whatever phrase was landed on, the innocent victim would have to BBM or text a randomly selected person from their phone book. If after texting, they were able to wait five minutes without following up to let the recipient know it was a joke, they received a $100 bill.
As you could imagine, things get a bit awkward, especially when a friendly young lady texts her boyfriend’s best friend that she is madly in love with him. Though only a minor campaign, the BBM/Text roulette game works well in capturing the attention of a market segment that is quickly becoming loyal to the iPhone and Android devices. It made me laugh with the brand, and not at the brand, which seems to be the trend these days.