Taking the BRITs to a young global audience

The annual BRIT Awards has become much more than a British TV show. By building engagement across devices and platforms that music fans love, we’ve grown the BRITs audience far beyond the UK.

Under Somethin’ Else’s guidance, The BRIT Awards lands in the digital space each year with record-breaking impact. The challenge is not only to consolidate the successes of the previous campaigns but to build on them. Each year we set out to develop a bigger and bolder digital BRITs, one with real personality that appeals to a broad and, importantly, global audience. In 2015 it became the most tweeted about (non sport) UK TV show ever with 7.5 million tweets. 2016 and 2017 have seen further record breaking campaigns.

On the night, our digital newsroom of more than 80 people report live from the event; backstage, on the red carpet and inside the arena with dedicated film crews, photographer units and a 30-strong “always on” social team. 

2016 saw innovations such as

The Red Carpet streamed live for the first time on Facebook

Our custom made emojis of the nominees caused a trending frenzy. (See the Twitter feed here.)

A live international stream on YouTube hosted by social media stars Dan & Phil

Instagram’s first ever custom BRITs video channel

Prior to the event, Somethin’ Else works closely with the BPI across the year delivering hundreds of assets across their key channels – from short-form video on YouTube to innovative Vines, Snapchat competitions and high-impact graphics. We are also the editorial owners of BRITs.co.uk, where the social vote for British Video Artist Of The Year is coordinated.

Across the course of the campaign, we work with BRITs partners and major platforms to ensure messaging is consistent and as widespread as possible. Close collaboration with the labels and wider music industry dramatically increases the reach of the BRITs content.

In June 2016 our work won Best Social Media Campaign at the Broadcast Digital Awards. The judges described the work as “an impressive, creative, truly cross-platform strategy”.

Dan and Phil

We work closely with YouTube stars Dan and Phil to widen the reach of the The BRITs with videos like this.

 

 

Content that creates sharing

By being creative we give the audience assets they want to share.

Use the language of the audience

Our 2016 set of emojis sent Twitter wild (and trending worldwide).

Here’s Little Mix and Justin Bieber.

 

LittleMixBRITSEmojiJustinBieberBRITSEmoji

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