BlackBerry sponsorship of MADONNA's sticky & sweet tour
My Role: My Role: Owner 7th Gear Design - project design, project & client management.
Managed this digital program in support of BlackBerry's sponsorship of Madonna's tour. Designed and created the UI, oversaw backend development, coordinated all communications, approvals and asset transfers between the brand, Live Nation, and associated agencies. Consulted with the brand to ensure strategy, marketing and branding goals were met, developed and managed budget and production schedules.
Program Details
BlackBerry partnered with Madonna to cross promote the launch of their BlackBerry Bold handset and Madonna's Sticky & Sweet tour.
Owners of the BlackBerry Bold were able to log-in to the site and view exclusive behind the scenes video of Madonna rehearsing for the tour and ten songs recorded live in concert.
Users were also able to explore details of the Bold handset, as well as download wallpapers for mobile and PC.
On site activation at tour dates included BlackBerry Lounges where fans could relax and explore the Bold handset, karaoke booths, and photo booths. Fan images captured by brand ambassadors were assembled into a mosaic portrait of Madonna that users could view online, with the ability to zoom into their personal image.
Performed to over 3.5 million fans in 32 countries, with US revenues of $282 million and worldwide $408 million the Sticky & Sweet Tour remains the highest grossing tour ever by a solo artist.
