bet Experience
After several years of freelancing, I joined an agency. The first assignment was literally to do a “bigger and better” booth event from previous years geared to African American consumers at one of the biggest media moments of the year: The BET Experience — an expo held during the BET Awards weekend.
Nissan experienced 5% sales growth directly attributed to the event — while their booth experience grew from 200K to a 1M affair. BET took a consumer poll years later and the Nissan Dome was ranked the #1 engagement consumers wanted to visit during the star-studded weekend (outside of the awards show itself, of course).
The idea for BETX was to construct a Nissan Dome: a breathtaking indoor structure that the brand could reuse over 3-5 years to build brand equity and deepen their relationship with the consumer. The first year’s theme was PHENOM as we wanted to reiterate to the target just how phenomenal they are. Every year, the dome structure stayed the same but the themed experience changed. Interactive games, giveaways and social extensions supported the concept.
A Sneak Peek Video of the Dome experience that kept on giving over the years.
The yearly event is complimented by social, PR and outreach strategy to get people offsite — onsite. And for those onsite, there is always a major opportunity for consumers to hashtag the fun appear on a digital wall within the space.
Digital support leading up to the event
T-Shirts were custom designed for Brand Ambassadors