RIM is finally starting to learn how to make better use of their promotional dollars. This deal with the NHL is no slam dunk on RIM’s part but it is light years ahead of their idiotic sponsorship/partnership of U2. RIM is teaming up with the National Hockey League for the NHL playoffs by integrating their sponsorship in a new Pre Game show. The show will be filmed before every game in Reebok’s NY store and will be syndicated online but NOT to your BlackBerry.
BlackBerrys will be featured throughout the program and will actually be used to aggregate the content. In addition to RIM branding the NHL will actually be using BlackBerry Messenger with reporters providing updates to the newscaster through BBM.
They are also creating the first BlackBerry Messenger IM bot that I have ever heard of. THe NHL will have a new “Virtual Insider” called Stanley10 which you can add to your BlackBerry Messenger contact list. Stanley10 will then send you breaking news and tips. I just hope it does not crash BBM and both of RIM’s NOCs again.
Should be interesting to see how this plays out!