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CASE STUDY: UM boost ratings of the BET Awards 10

Provided by UM
UM create a major television event around the UK premiere of the BET Awards via TV, radio & online promotions.
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What was the Challenge / Background of the Campaign?

The BET Awards is the #1 telecast awards show on cable in the USA. The profile of the awards was raised in June 2009 with the Michael Jackson tribute show following his untimely death, The challenge for 2010 was to grow audiences without the benefit of a global news story. UM created a major television event around the UK premiere of the BET Awards, using multiple distribution platforms could build a sense of anticipation and Big Event. Viewing was up 46% year-on-year - an incredible result. Find out more...

What was the Campaign Objective?

To increase audiences without the benefit of a global news story.
Reference: 7178 // Posted: 17.11.10

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1 British Black households
16 - 24
25 - 34
35 - 44		Both
ABC1
C2
Ethnic
ONLINE
RADIO / NATIONAL
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
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