Coca-Cola, Cricket Wireless, Domino’s, Macy’s, McDonald’s, Nissan, Samsung, State Farm, Verizon and the U.S. Army all have signed on for the 15th anniversary of the BET Awards and the weekend long BET experience being held June 25-28 at Club Nokia and the Staples Center in Los Angeles.
The BET Awards air 8 p.m. ET on Sunday, June 28, on BET.
“However you cut it, looking at numbers or the social media, there is no other weekend where African Americans engage with this type of scale,” Carr told Adweek. “The sponsors continue to grow, and we’re just super excited about next week.”
AT&T-owned Cricket Wireless will sponsor the FANdemonium Award and the live After Party Post show, while Verizon will sponsor a Periscope stream live from the red carpet. Embedded in that livestream will be a Nissan 2016 Maxima, while Domino’s sponsors the countdown clock during the Red and Ready Pre-Show.
Coke, which has worked with the BET Awards since their inception, is sponsoring a user-generated contest. The winner of the #BETInstaStar contest will be flown to Los Angeles to attend the show and present the Coca-Cola Viewers’ Choice Award on-air, reports Adweek.
State Farm will once again sponsor the Humanitarian Award, Samsung is the new sponsor of the Best New Artist Award, and McDonald’s is sponsoring a social poll in which fans decide who had the best performance.
Last year, the BET Awards were the most-watched awards show on cable, reports Adweek, with 7.9 million viewers.
Read more: Adweek
Brief Take: Awards shows are another way to integrate branded content into popular live programming, making brands part of the overall experience.
Cube image courtesy of Adweek.
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