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See how the BRIT Awards became the most tweeted music TV show
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See how the BRIT Awards became the most tweeted music TV show

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To drive viewership, engage their audience and strengthen connections with their brand, the BRIT Awards created a live, international Twitter vote to determine the winner of one of its most popular …

To drive viewership, engage their audience and strengthen connections with their brand, the BRIT Awards created a live, international Twitter vote to determine the winner of one of its most popular categories: British Video. Mentioned in over 4 million tweets, the BRIT awards became the most tweeted music TV show in UK TV history.

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  • 1. Case Study RESULTS: The UK’s popular BRIT Awards show partnered with Spredfast to create a new viewer engagement experience by using an international live Twitter vote to decide the winner of the “British Video” category. Brit Awards Engages Viewers with the UK’s First-Ever Live Social Vote OBJECTIVES: • Build a digitally-progressive international brand for the BRIT Awards • Increase viewer engagement and drive international viewership • Use on-air calls-to-action as a catalyst for viewer engagement • Take leadership position as the first live program in the UK to use a social vote to decide an award • Embed a social media voting mechanic seamlessly into the program editorial, ensuring that the traditional TV experience is maintained and protected Mentioned in over 4 million total Tweets, making the BRIT Awards 2014 the most tweeted music TV show in UK TV history. On-air calls-to-action created huge social spikes for all bands in the competition – with a single call-to-action creating a more than 400% increase in Tweets. Viewership peaked at 5 million, with an average of 4.5 million viewers. Tweets came from over 22 countries, including Indonesia, Vietnam, Dominican Republic, Sweden, Russia, and Thailand. The heaviest concentration of votes came from the United States.
  • 2. “ The UK’s BRIT Awards, one of the largest music awards in the world, decided to work with Spredfast to be the first UK event to integrate a social vote into its live broadcast. The awards ceremony was not just broadcast on British television, but also was simultaneously streamed via YouTube outside of the UK, enabling real-time worldwide viewership. To drive viewership, engage their audience and strengthen connections with their brand, the BRIT Awards created a live Twitter vote to determine the winner of one of its most popular categories: British Video. The BRIT Awards identified the five British videos that had the largest number of YouTube views for 2013, and announced them as candidates on the BRIT Awards website and YouTube channel. During the BRIT Awards broadcast, three clear calls-to-actions were included in the live broadcast which included unique artist- specific hashtags that were also shown online to encourage and maximize engagement on Twitter. Viewers could go to the BRIT Awards website to see real-time vote results and track the current success of their favorite band. The BRIT Awards and Spredfast produced a Twitter heat map on brits.co.uk to track the global Twitter conversation around the awards. SOLUTION: With greater online presence, the BRIT Awards is developing a stronger international presence. By integrating real-time social voting, we’ve been able to connect our live event experience to music fans all over the world. GIUSEPPE DE CRISTOFANO DIGITAL AND TECHNOLOGY MANAGER AT THE BRIT AWARDS 200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | info@spredfast.com

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