Mr. Youth (MRY) and BlackBerry created an online competition that challenged students to prove that they are the next “big thing”. Run by celebrity judges and fueled by participants’ passions, the competition influenced young people to make it big and make social waves, to get them talking about the BlackBerry brand again.
The BlackBerry BBM Challenge Council Project was led by popular comedic actors/producers Streeter Seidell and Amir Blumenfeld (best known for MTV’s Pranked and CollegeHumor.com).
These two comedic actors challenged nationwide youth to compete in a series of five challenges over three months presented through weekly updates. BlackBerry attempted to debunk existing myths about their products by using humorous and quirky video content & clever copy delivered in a weekly episodic format (i.e. webisodes).