BET — house of bet

BET needed help creating the House of BET, a weekend-long activation that promoted the annual BET Awards in Los Angeles.

First, our strategy team worked to find an insight that resonated with Millennial, Gen-Z, and Gen-X consumers, discovering that consumers’ strongest relationship with BET hinges on nostalgia.

This insight led our overall strategy and creative direction, helping us develop activations and programming that paid homage to iconic BET talent and IPs from the past and showed love to the priority programming and emerging creators that currently represent the brand.

Our three-day experience came to life with a range of immersive activations and programming that included a Rap City recording booth and battle, a Trap Music Museum installation, an exclusive Average Joe screening and panel, a cocktail-making class hosted by the Sistaz cast, a Rip the Runway-themed party, a Wild ‘n Out game night, and a private BET Awards watch party.

We were featured in Complex, LA Weekly, and more.

Agency: Six Degrees
Client: BET
Creative Strategists: Johnell Gipson, Jasmen Grant
Creative Director: Julian Kennedy