Blackberry wanted an integrated campaign aimed at younger users to encourage sharing and messaging. We organised a secret gig featuring Jessie J, Tinie Tempah and a load of other music types. The thing was, we couldn't tell anybody anything about it before the event itself...it was a secret, see? So we created a hype-building teaser that you had to share with your mates if you wanted to win. And if you won you got to take 5 of your mates to an event that neither you or they knew anything about. We created an mini-teen-server meltdown FOMO frenzy. To join in, all people had to do was answer the Blackberry at the end of the film.

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