CBC to is promoting its three-part Blackberry TV series with the Blackberry Museum, a pop-up showcasing the history of the cellphone.

The pop-up museum is highlighted by a giant phone and features “BBM type-off challenge” with prizes, photo opportunities, plus displays charting the journey of the creation and life of the phone. The series is also being promoted throughout the Eaton Centre on the mall’s digital boards.

The activation was planned by Initiative Media and produced by Makers. The media plan for the series also includes mobile ads, prominent placements on connected TV platforms, paid social, targeted digital and programmatic ads, pre-roll and display banners.

As of November 9, all three episodes of the limited series are streaming for free on CBC Gem with a new episode airing weekly on CBC TV.

Blackberry tells the story of tech wizard Mike Lazaridis (Jay Baruchel) and businessman Jim Balsillie (Glenn Howerton) who seemingly overnight revolutionized the way people work, communicate, connect, and become addicted to their BlackBerrys. The company completely dominated the market until derailed by shady business dealings, personal grievances, and the iPhone.

The series was adapted from the bestselling book Losing the Signal: The Untold Story Behind the Extraordinary Rise and Spectacular Fall of BlackBerry by Jacquie McNish and Sean Silcoff.