To build national awareness about BET’s annual Awards show targeting the urban market.
PMI not only knows the most credible source within the urban community to deliver a marketing message but we also understand the best time to deliver that message. PMI used its strong network of Barbershops across the country to engage customers in organic conversation and spark a viral buzz about BET and the Award show Air date. Because the brand message came from trusted barbers, and not just a paid spokesperson, the message resonated and led to word-of-mouth.
The lifestyle marketing program reached out to over 150,000 barbershop attendees in over 6 markets during a one month period leading to the show’s air-date. The Barbershop talk carried out into the community resulting in the 5.8 million viewers of the BET Awards show.