I went to the Black Eyed Peas concert at the O2 on Wednesday – it was a fantastic evening! Aside the amazing vocals of Fergie, the brilliant DJ set by Will.i.am and the incredible stage graphics and laser effects .. one of the most memorable things from the night for me was Blackberry’s clever and innovative way of product placement and branding.

Will.i.am impressively freestyle rapped BBM messages from the fans that were sent through during the concert. Loved it! Hats off to Blackberry for taking excellent talent and doing something relevant, creative and memorable. A stylish, undertoned and cool way of getting the brand out to the audience. I’m sure this will leave a lasting impression. You can check out the Black Eyed Peas website where they’ve posted a video of one of their performances.

A truly integrated sponsorship campaign – on-line, off-line and in-song!