Just a few years ago, social and digital was a side note during the TV upfronts. Now it's the first announcement that's made in the presentation.
Right now, BET is holding their annual upfront in NYC. Beyond Snapchat celeb DJ Khaled making an appearance and reminding the audience that he has more Snapchat followers than every network, digital played a big role. The Viacom-owned network made two major digital announcements.
A renewed partnership with Snapchat:
BET will once again work with Snapchat to produce Stories around the BET Awards and Experience. According to the network:
Capitalizing on last year’s “BET Awards” Snapchat Live story, which resulted in one of Snapchat’s biggest live stories of the year, BET ushers in a new 2-day “BET Awards” and BET Experience Snapchat Live Story to make the entire weekend the prime destination for audiences to get a firsthand look at the celebrity-filled action, and offer advertisers unparalleled access to BET’s massive social community.
New partnership with WhoSay:
WhoSay started as a platform for celebrities to copyright material and safely post across their social networks. Now the platform has gone beyond that powering influencer experiences for networks. According to BET:
"BET AA-Fluencers”, powered by WhoSay... will feature constant unfiltered content shared by more than 2,000 of the world's most captivating urban personalities - including actors, athletes, chefs, and millennial influencers. BET’s innovative partnership with WhoSay will allow brands to leverage African American influencers with high-impact opportunities that will build authentic brand narratives, and bridge the gap between celebrities and the BET audience.