Brits 2014

BRIT AWARDS 2014 OUR RECORD BREAKING #BRITS2014 DIGITAL CAMPAIGN somethinelse MasterCard BRIEF: "Maximise engagement of the BRITS 2014 in the UK and abroad." STRATEGY: THE NEWSROOM You Tube Create a digital newsroom backstage at the BRITS, distributing news, footage, and behind-the-scenes insights from the show via Twitter, YouTube, Facebook, Instagram and Vine. We used established talent as our reporters to tell the stories of the night in a way to maximise appeal to different user groups. •Fashion• Fleur DeForce •Music. Zane Lowe & •Comedy. DAN & PHIL provided the comedic take that appealed to the younger demographic. reported on the fashion stories of Georgia LA covered the music the night. news. COMBINED FOLLOWER NUMBERS: 5.8M TWITTER FOLLOWERS. 2.6M YOUTUBE SUBSCRIBERS RESULTS: Tweets about the BRITS Tweets per minute Average tweets per minute 4.15m 79,000 27,000 49,000 11k 1.5m previous UK record previous record for most tweeted TV show previous uk record A new TV record! A new TV record! A new TV record! 2013 180% Increase 2014 3 4 Twitter volume (m) f f 2 million You engaged on Facebook Tube You Tube 30millien 19.8M views people reached on Facebook over the campaign 9.3M views for same period last year 87% increase Increase in social media 2013 followers across the campaign. 2014 | 500k 1m FOLLOWERS #BRITS2014 You 126 282 f 1465 Tube YOUTUBE VIDEOS FACEBOOK POSTS TWITTER POSTS 27.8 MILLION ENGAGEMENTS 159 54 INSTAGRAM POSTS VINES > Somethin' Else - official digital content creators for the #BRITS2014 Strategy, web, video and social. www.somethinelse.com somethinelse @VoiceOfSE - LO