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BET Awards 2020: Reimagined Radio Room
Project type
Video
In response to the pandemic-related cancellation of our annual in-person Radio Room during BET Awards weekend in Los Angeles, BET reimagined the experience as a fully virtual activation designed to keep talent, DJs, and fans engaged.
Hosted by BET alum Big Tigger, the Virtual Radio Room brought together radio personalities from across the country for exclusive interviews with BET Awards talent and nominees ahead of the show. These interview segments were then distributed to local radio stations and DJs, who amplified them across their digital and social platforms to build excitement and drive tune-in.
The campaign generated 51 million impressions across 29 markets, activating 35 radio stations and numerous artists in support of BET Awards weekend — proving that with creativity and adaptability, even legacy experiences can be successfully transformed for the times.