BRIT Awards 2017 Integrated Marketing Campaign

The integrated campaign supporting BRITs 2017 saw the introduction of new partners such as Apple Music, River Island, Musical.ly, Tumblr, and Giphy building upon long-standing relationships with YouTube, Facebook, Instagram, Twitter, Snapchat, and Shazam. The show reached its biggest audience to-date with a cumulative 445 million post-even views of show content across all platforms.

Campaign highlights include:

Apple Music significant on-air and online media and marketing support & exclusive audio and video offerings on platform featured in 41 markets

Red Carpet Facebook livestream hosted by Capital FM's George Shelly & Lilah Parsons garnered 4.8 million views

River Island competition promoted in-stores and via dedicated BRITs hub on RiverIsland.com

International YouTube show livestream featured in 23 markets and hosted by online personality Caspar Lee reached 1 million viewers

Instagram video portrait studio by Mary McCartney captured appearances by Little Mix, Rita Ora, Emili Sande, Katy Perry, Maisie Williams, Ellie Goulding, and 1975

Bespoke Twitter performer emojis and #BRITs emojis count 2.6 million+ uses during campaign

Dedicated Snapchat story with total viewers over 12 million, up 33% from 2016

Musical.ly dedicated BRITS song folder garnered 212,000+ uses of tracks through campaign

Fan generated art campaign in partnership with Tumblr driving 121%+ increase in engagement around the Awards Show on-platform

Gifs created by Giphy on the recently-launched BRITs channel received 112 million views, both on Giphy itself and via distribution partners including Facebook and Twitter

27 million+ views of BRITs performances on VEVO & YouTube in first 3 weeks following show

via GIPHY