Seachange has played its part in a successful campaign to celebrate the inaugural BBC Music Awards.
It turned out to be ‘by far the most tweeted BBC music event of the year’, according to the corporation.
The 2014 ceremony was hosted by Fearne Cotton and Chris Evans at Earls Court in London, and featured some of the most iconic names in music including the likes of One Direction, Paloma Faith and the BBC Concert Orchestra.
It was simultaneously broadcast live across BBC One, Radio 1, Radio 2 and on bbc.co.uk/music, and was supported by a compelling social campaign to drive audience engagement online.
Commissioned by award-winning agency Somethin’ Else, our design studio was briefed to create a series of highly shareable content pieces including band infographics, nomination teasers and winner images to strict broadcast deadlines.
The assets were used by the organisers to tease the event, seed conversation and drive participation during the evening and resulted in an digital audience of almost 100,000 people.
On some occasions, our assets drew a couple of thousand retweets.
“Two One Direction tweets are already the most favourited BBC tweets ever,” said Jem Stone, Head of Social Media at BBC Radio.
“The [@BBCMusic] account also had an impressive 100K+ retweets in 48 hours despite a fairly modest 20K followers.”
Speed was key to the campaign’s success, and our series of teasers were designed to be played natively in social platforms.
Joanna Broom, our lead designer said: “It was very exciting to be involved in creating this content under very tight time constraints, and seeing the audience interact with them in real time.”
— BBC Recruitment (@BBCRecruitment) January 6, 2015