Having a solid base of current BlackBerry supporters is a wonderful thing, but in order to maintain relevance, RIM needs to win the hearts and thumbs of the next generation of smartphone users. Today, they announced their latest contest, aimed at that demographic, which looks to get them engaged with the BlackBerry platform and offers up some very cool prizes to boot. Entrants are asked to submit a short video or essay to their chosen celebrity of the 6 participating, detailing why they should be picked as a protege. The six members of the BBM Challenge Council cover a wide range of areas, from music to fashion, to sports.

Fashion – Whitney Port, fashion designer and television personality

Music – Greyson Chance, singer

Film – Michelle Trachtenberg, film and TV actress

Sports – Hope Solo, U.S. Women’s Soccer Goalkeeper

Pop Culture – Jared Eng, celebrity blogger, JustJared.com

Entrepreneurship – Lauren Berger, entrepreneur; ‘the Intern Queen’

Once the 25 proteges have been chosen, they will each receive a brand new BlackBerry 7 smartphone of their choosing, and can select up to 3 friends to receive a new device to help collaborate on their challenges. They will be given the persinal BBM PIN of their chosen celebrity, and will communicate via BBM to receive challenges and support. They proteges will use their devices to record their progress, communicate, and engage support on various social networks, campaigning for the final prize, a trip for themselves and their team to meet and spend time with their celebrity.

More details can be found on the BBM Generation Contest page.