BET Leverages KickApps For Tonight’s Awards Show

Tonight at 8pm (EST) the 2007 installment of the BET Awards, one of the most popular shows on cable television, will be broadcast live with an interesting twist: The network built a community around the show using the KickApps platform in which the audience is invited to submit their own award category introduction videos. Their audience was also asked to vote on their favorite videos and have this vote determine which videos will be aired as part of the show.

The contest has been a tremendous success and has proven to be a very effective approach for BET to develop a deeper engagement with the on-air audience. At the same time they undoubtedly have gained new fans from the web who will be introduced to the show for the first time tonight as a result of the contest. Yet another creative way to leverage the KickApps platform to sustain audience engagement.