Exclusive, invite-only “Secret Sessions” were created for Alicia Keys ultra fans and BlackBerry special guests, including a custom-fabricated 1920s speakeasy accessible exclusively via speed boats, whisking attendees across the Thames River from the O2 Stadium, James Bond style. The tour featured activations at 98 stops across North America, South America and Europe, utilizing over 2,000 brand ambassadors speaking eight different languages. The Alicia Keys Set the World on Fire Tour reached thousands upon thousands of consumers with in-bowl branding, in-show product integration and concourse activations, including one-on-one demonstrations featuring the BlackBerry Z10 and Q10 devices. Additionally, contests and sweepstakes at select shows gave consumers, BlackBerry employees and business relation team members a once in a lifetime experience at exclusive hospitality setups, where they were invited to meet Ms. Keys in person backstage before the show.
WOW: A global activation taken to a level where even VIPs aren’t on the list.