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.

Exclusive hospitality setup backstage for BlackBerry partners, employees and business development teams.
Guests arriving in speed boats on the Thames River for the BlackBerry Secret Session in London.
Alicia Keys at the London Secret Session.
Guests enjoying one of the bespoke-designed backstage hospitality suites.
Alicia Keys arriving for her London Secret Session.
Double-platinum British recording artist and actress, Paloma Faith with Alicia Keys.
Specially trained brand ambassadors poised and ready to demo the BlackBerry Z10 & Q10 devices.
Custom fabricated demo kiosks that were designed to highlight and showcase the design attributes of the new BlackBerry devices.
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