Bet: An 'Awards' Show On A Roll

Cable World, Sept 23, 2002

Byline: Shirley Brady

The successful relocation of the 2002 BET Awards to Los Angeles was in no small part due to its comprehensive print advertising campaign. Although only the second annual awards - the 2001 ceremonies were held in Las Vegas - the event attracted a roster of Hollywood heavy hitters including Will Smith, P. Diddy and Janet Jackson.

But viewers also tuned in to catch the festivities, thanks to the clever on-air spots (which also are recognized in this year's NAMIC Excellence Awards) and off-air print campaign that captured the glamour and fun of the event.

The June 25 broadcast received a 4.0 rating, and Nielsen Media Research reported that it was the No. 1 cable telecast that day, making it the most-viewed awards show among African-American households. It now stands as the top entertainment special in BET history.

The comprehensive print advertising that propelled those results featured affiliate ads in addition to magazine, newspaper and outdoor ads. The goal was to create a series of unique ads that embodied the exciting, playful and entertaining nature of the event, says Brucetta Williams, BET's VP of off-channel marketing.

"We gave our creative team the direction that we wanted a campaign that would convey the star power of the awards, a campaign that would be consistent in its message while targeting each medium," says Williams.

She was delighted with the results.

"We conveyed that the night was all about the stars, from entertainment to music to Muhammad Ali, who received BET's first-ever Humanitarian Award," says BET senior graphic designer Melanie Moore. "The easiest way to do that was through illustration, which allowed us to have a lot of freedom. It's also a lot more fun to use than existing photography."

The talent-driven ads varied depending on each media outlet. Newspaper ads appealed to all ages by featuring Ali and Earth, Wind and Fire, who also received a lifetime achievement award for the group's contribution to popular music. Magazine ads, conversely, reached out to a younger audience by highlighting more hip-hop and R&B artists.

No matter the medium, "we kept the executions different yet lighthearted and fun because we wanted it colorful and memorable," says Moore.

"We wanted the ads to stick out in people's minds as much as the event," adds Williams.

The print campaign ran in seven national consumer magazines, in African-American newspapers in the top 45 markets and on local TV guide covers in 80 markets. The campaign also focused on the top 15 African-American markets and extended to billboards, posters and outdoor transit ads in nine markets.

Local systems also tapped into the campaign. Digital print ads promoting the awards were provided on a CD-ROM to more than 175 participating local cable affiliates. The ads allowed local systems to publicize the event in local newspapers and TV guides by including space for their own logos and channel lineups.

This also allowed BET to reach a wide cross section of television viewers in smaller, localized media outlets, says Williams. Posters were also distributed to affiliates and local consumer grassroots promotions - including a promotional truck targeting beauty and barber shops in 16 markets, and street teams that handed out cards to create buzz about the upcoming awards show.

"A lot of strategy and planning went into this, and we chose our markets very carefully," says Williams. "We wanted to make sure there was something for everyone in every age demographic, as the event offers so much variety and entertainment."

Williams and her team are now planning their strategy for the 2003 BET Awards. While it's too early to divulge specifics, Williams is certain of one thing: "We want to make it as memorable as this year's, and we want to continue to raise the bar with the creative."