Black Entertainment Television announced Tuesday that the marketing support
behind its third annual live BET Awards special is valued at more than $2
That two-hour primetime special, due June 24 at 9 p.m., is being promoted not
only on BET, but also on the other Viacom Inc.-owned broadcast and cable
networks, from CBS and UPN to VH1, TV Land and Comedy Central.
The campaign theme is "No Expense Spared -- Except for the Advertising."
Other media in the campaign range from the usual (radio, out of home, cinema
spots and ads in African-American-oriented publications) to the more
unconventional (spots in Blockbuster Video outlets and Paramount Parks' Q Line
video monitors, not to mention word-of-mouth by barbers and beauty-salon
personnel in 15 markets and dance clubs playing special mixes of songs by the
award show's nominees the weekend prior to the event.).
In addition, several sweepstakes promotions helped to plug the special.
BET itself is running the "BET Ultimate Fan Sweepstakes" through June 10,
with a shot at being a co-presenter as the grand prize.
Also, the network ran an affiliate marketing campaign with MSOs, DirecTV Inc.
and Magic Johnson's movie chain, while Jet magazine ran its own sweeps
tie-in, with tickets to the award show and a makeover as the top prizes.
Because Johnson is the BET Awards'humanitarian-award winner,
his theaters joined with Starbucks Corp. and TGI Friday's Inc. joined to reward
one contest winner with two tickets to the event.