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.
2017 saw activations such as
- Red Carpet Facebook Live Stream, which was viewed over 4.8M times and reached an audience of 19M
- The first ever BRITs Nominations Launch Facebook Live, hosted by Maya Jama
- Custom Twitter Emojis of the performers and hosts, which were tweeted over 3.7M times. (See the Twitter feed here.)
- Custom designed Twitter Stickers, which totalled over 140k uses in the UK alone
- Collaboration with photographer Mary McCartney to produce exclusive video portraits in a backstage studio at The O2
- International Live Stream on YouTube hosted by social media star Caspar Lee and viewed 1M times
- ‘BRITs Ambassadors’ programme, teaming up with artists to create bespoke content for BRITs channels
- @BRITs profiles added to Apple Connect, musical.ly, Giphy and Tumblr, including a UCG fan art launch on Tumblr
- New partnerships with publishers Apple Music, Vogue, GQ and LADbible
Somethin’ Else works closely with the BPI across the year delivering hundreds of assets for their key channels – from filming sessions at Abbey Road, YouTube content with Caspar Lee, Snapchat and Instagram Stories at live gigs, to a social vote on Twitter, fan art activations on Tumblr and a Nominations night Live Stream on Facebook. We are also the editorial owners of BRITs.co.uk, for which we produce articles, galleries, playlists and more.
Close collaboration with the labels and the wider music industry dramatically increases the reach of our BRITs content. Across the course of the campaign, we work with other BRITs partners and major platforms to ensure messaging is consistent and as widespread as possible and that we are making the most of every new platform innovation – BRITs was one of the first accounts globally to be whitelisted for the new Instagram Carousel feature.
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”.
BRITs Ambassadors activity
By working closely with artist management we were able to secure a number of high profile artists to take part in BRITs social channel takeovers and bespoke content in the run up to Event night. From a Periscope interview with Craig David, to a Twitter Q&As with Little Mix and Bastille, to a Snapchat Takeover with Biffy Clyro, plus show countdowns from Louis Tomlinson and Ed Sheeran.
We worked closely with YouTube star Caspar Lee in the lead up to the main show to widen the reach of the The BRITs with videos like this.
Content that creates sharing
By using strong imagery and design, we give the audience and artists assets they want to share.
Use the language of the audience
Our 2016 and 2017 set of exclusive emojis sent Twitter wild (and trending worldwide) and ensured artists shared with their fans.