To bolster Nissan’s presence in the African American community, we secured a partnership with BET Network as the exclusive automotive sponsor of one of the biggest celebrations within the African American community, the BET Awards Show and the BETx event at the LA convention center. As such, our task was to develop an experiential marketing program that delivers scalable broadcast and digital content, brand-relevant consumer engagements and a custom media plan.
In our third year, we devised a new creative platform that upped the ante from year’s prior. The platform was solidly grounded in cultural nuances that highlighted the appeal of the BET Awards show weekend for African American consumers. At the same time, our media team set to work developing sound media plans that extended to multiple platforms. Over the course of our partnership with BET, we have seen significant year-over-year increases in lead conversions, social impressions and consumer engagements at our BETx activations. In addition, we leveraged our partnership to build relationships with several influential African American groups, including 100 Black Men of America and Omega Psi Phi, both national organizations.