BET INTERNATIONAL SPONSORS BLACK FILMMAKER INTERNATIONAL FILM FESTIVAL (2007)
Brief:
The objective of this partnership between bfm and BET International is for our client to raise awareness of the BET brand among grassroots content developers and offer a destination for legion of filmmakers who hitherto had difficulty sourcing distribution and broadcasting partners in the UK.
The sponsorship arrangement, over a three year term, provides ventilation for British culturally ethnic filmmakers who require a platform to tell “their story”. The start of the partnership in September 2007 marked unprecedented public support of the BET Short Film Awards at Odeon, West End, Leicester Square, London.
Activity:
Five short films were screened and the audience voted for their favourite finalists. The “Best Film” category was won by “Birthday Treat” directed by Dean Charles: Paulette James won the “Best Director” category for her film “Shantell Town”, which will be shown on BET UK. We launch on SKY on the 25 February 2008.
Stars who turned up to support the bfm included; Idris Elba- “Daddy’s Little Girls”, “The Wire” and “28 Weeks Later”, Aml Ameen star of “Kidulthood” and “The Bill”, Ellen Thomas – “Teachers”, “Basic Instinct 2”, Eamonn Walker- “Oz” and “ER”, Wil Johnson – “Waking the Dead”, “Babyfather” and “Knocking Off” , “Dona Croll” – “Family Affairs”, “Casualty” and “Elmina’s Kitchen”, plus many more.
Results:
We secured multi-platform editorial coverage for the Short Film Awards and over 10 hours of Radio, Television and Internet coverage of the event. GYG also brokered the International partnership between BET International and bfm media that we will continue to nurture.
BET INTERNATIONAL SPONSORS AVANT GARDE DANCE COMPANY AT NOTTING HILL CARNIVAL (2007)
Brief:
Our key campaign objective was to create a direct “street” marketing campaign in a tightly focused geographical area which Notting Hill Carnival provides. We wanted to take full advantage of the 2 million* plus street revellers and build a “buzz on the street” about the BET brand and key credential as representing the best in Contemporary Black Culture.
Activity:
We partnered with Poison UK who are the organisers for the 1 Xtra BBC procession to create a series of live and spontaneous dance performances within the carnival.
We contracted street-inspired dance company; Avant Garde to choreograph a Hip-Hop piece to perform at the Notting Hill Carnival. The 10 strong dance troop took part in the official carnival procession between the 1 Xtra BBC and Poison UK floats, wearing Red and Yellow tracksuits and t-shirts custom-made by BET Networks and emblazoned with their logo.
Their powerful and energetic eight minute performances drew the carnival to a standstill throughout the two day event and revellers who were lucky enough to catch their live performances also received BET goodie bags, just for being in the right place at the right time.
In the run up to Carnival weekend we utilised national and community black music radio stations by running competitions to highlight BET Networks presence at 2007 Notting Hill and lucky listeners won tickets to a private party outside London on the eve of the Carnival.
Results:
This is street marketing at its best. Hundreds of thousands of BET’s target audience who attended the carnival went home with an unique visual awareness of the BET brand, what it represents and its future significance in the UK. This promotion secured the BET brand identity as source of entertainment in the minds of the British public.
BET CONTINUES SUPPORT FOR UK MUSIC SCENE WITH “BEST UK ACT” CATEGORY AT THE 2ND BET HIP HOP AWARDS
Brief:
GYG initiated introductions between BET and UK media groups 1Xtra BBC and MTV Base in 2006 to promote the inaugural BET Hip Hop Awards and the partnership has been reinforced over the last 12 months.
Activity:
For the second year BET International has supported the UK urban music scene by having a “Best UK Act” at the Hip Hop Awards 2007.
Glen Yearwood Group executed an online and interactive voting mechanism on 1Xtra BBC and MTV Base websites and the promotion prompted a massive response with thousands of music fans voting for their favourite UK Hip Hop act.
The 2007 nomination was won by London rapper ‘Kano’, which was announced live on 1Xtra BBC. Both Kano and 1 Xtra BBC joined BET Networks in Atlanta GA for coverage of the awards and broadcast of their breakfast show.
Results:
The promotion generated extensive media coverage and press clippings from UK mainstream and trade publications such as Music Week.
The BET Hip Hop Awards was watched 3.2 million viewers in America and the Caribbean, according to Nielsen Media Research and the October 17th show was the #1 Hip Hop themed telecast for the 2nd consecutive year.
As part of the partnership arrangement, MTV Base will air the UK premiere in late 2007 giving the BET brand significant visibility by its key audience of urban music consumers in the UK.
Twentieth Century Fox film distribution (2004)
Brief:
Increase footfall to selected UK theatres from "Hip -Hop" generation defined as fashion leaders from Black & Ethnic Minority target audience's between the ages of 14- 25.
The film "Barbershop 2" was a sequel to hugely successful "Barbershop" that had registered box office success in ($50 million) in the USA. The challenge lay in convincing the target demographic that Cinema attendance was a "destination event" whilst minimalising the threat from pirate and illegal DVD sellers from the Far East.
Activity:
To market the film on the street by leaflet and flyers outside of Hip-hop clubs, provide Camera to allow rappers to "spit lyrics" about the film and its main hip-hop icons of "Ice Cube" and Eve. We also previewed the film free of charge at selected theatres in established London Black neighbourhoods such as Wood Green, Walthamstow, and Streatham Odeon.
Results:
During the first weekend UK release of the film sales receipts were marginally greater than the year before, however, the real benefit was word-of-mouth marketing where a percentage of the target group who witnessed the film preview free of charge were able to go back to their peer groups and "talk up" the film thereby increasing targeted footfall from young Urban groups as well as negating the sales of pirate DVD copies from the Far East. The client now has a relationship with this target group through GYG.
Africa '05: the British Museum, the South Bank Centre, the Arts Council of England
Brief: (Feb - August 2005)
As the lead marketing agency on this project, our objective was to ensure that broader marketing communications were distilled and made relevant to London's Black and Multi Ethnic communities in order to attract new audience and patronage to venues that had historically not been successful in attracting audiences from this group.
Activity:
We successfully provided a media strategy targeting BAME community radio stations, debate & discussion articles in New Nation newspaper, Hackney Gazette and South London Press as well as embracing National Television coverage of the series of events.
Results:
The Black and Minority Ethnic footfall to the initial Africa Remix exhibition was in the region of 30%* of the overall audience of nearly 46,000*.
Throughout the summer of events over 20% of attendees were from BAME communities who described themselves as "Black and first time audience" to these venues. We hope to use some of our findings to inform other Arts institutions on the possibilities of attracting new audience.
See official Arts Council booklet on Glen Yearwood Group's strategic position during this event. The Booklet "Africa '05 and Beyond".
Home Office - "Stop the Murder Music campaign" (2004)
Brief:
To broker resolution to the fifteen year campaign by Outrage! And stop murder music coalition against selective Reggae dancehall artist who espouses lyrics that incite violence against homosexuals.
The International campaign was headed by Peter Tatchell and at its most fierce in London where selective Jamaican artists were prevented from entering the UK to take part in concerts.
The campaign by Outrage! And counter campaigners incited street violence outside of Black music venues and general concern around public order offences; further, the campaign had a catastrophic effect on revenue loss to the reggae Industry as a result of failure of artists to perform or sell music in the key International market of the United Kingdom.
Activity:
Arranged meeting in London with senior representatives from Reggae music publishers, promoters, artists and Outrage! An agreement was made to continue negotiation behind media 'lock out'. A draft peace agreement was drawn and acted as basis for negotiation between competing sides. Eventually agreement reached in December 2004 to end the campaign based on commitments made by all sides. The Home Office endorsed the agreement alongside New Scotland Yard.
Results:
Dancehall reggae artists were able to practise in the United Kingdom.
Gay campaigners are satisfied with commitments made by reggae industry to end the performance and publishing of "murder lyrics". The reggae industry has been able to recoup some of its losses during the last year. Glen Yearwood credited internationally by the Jamaican Government. Peace agreement in place since 2004.
MEMOA (Multi Ethnic Media Owners Association)
Venue:
House of Commons. In attendance were David Lammy MP, Keith Vaz MP and Keynote speaker Gordon Brown, Chancellor of exchequer.
Brief:
Launch the trade association with Political gravitas. Create a destination event utilising BAME and mainstream media relationship. Event should have an opinion-former feel with networking opportunities with senior Politicians.
Results:
Provided high level networking opportunities with Labour party Minister for Culture and Chancellor of exchequer, Gordon Brown; over seventy media entrepreneurs from the Black & Minority ethnic community attended the event which was endorsed by Gordon Brown.
The Rise and Rise of the Black British Entrepreneur: May 15 2006
Brief:
To drive awareness of the research facility at the venue, as well as introducing a new audience of Black Business entrepreneurs.
Activity:
We created an exclusive event around the theme "Ownership of our destiny".
We used format of live audience Question Time, moderated by Dotun Adebayo with four high profile Black British Entrepreneurs. The event was marketed via London radio with discussion format and distributed to email databases' to over15, 000* black business owners.
Results:
The event was sold out in under seven days (250 capacity) with a further 429 applications for tickets who were to be disappointed. Delegates from Manchester, Northampton and Birmingham were represented in the audience.
This was the first time in the history of the British Library an event was webcasted and sold out in this period of time. The British Library conference and Intellectual property centre now receive over 24% footfall from users from BAME demographic.
And here is the link for the video webcast: Link for Video Webcast:
http://www.bcentral.co.uk/business-information/starting-up/planning/british-library-webcast-video.mspx
