It was 2010 and the world was in the grips of a widespread epidemic of “head-in-phone” disease. It was time for a phone to save us from our phones. We kicked the digital campaign off by staging phone-related accidents all over the web.
Stink Studios

👇 We got competitive by challenging other phones to head-to-head time trials—and challenging Blackberry users to find their favorite features in their own phones.

AND showed off the phone's Xbox Live features by interacting with users' real avatars.

Tim Blount