BlackBerry employees to educate them on the new 9360 and 9900 smart phones. The event was coupled with Virgin's Spring Fest so I was tasked with developing a Rockstar brand for BlackBerry that could mesh with the Virgin event. I developed the concepts for a full-sized hotel room, complete with inflatable TV's and musical instruments that delegates could throw through a window, mimicing the activities of the quintessential rockstar. The delegates were then photographed and their image was superimposed in a tabloid headline and posted to a specially designed website. There were also quizzes and technicians on hand to help educate the delegates on the new phones.