For the event’s fifth installment, BET Marketing retained Events By Fabulous to produce the “face” of the festival: a network-branded grand entrance and engaging welcome reception. 

Lead by creative director Kimberly Seeherman, EBF’s architectural and experiential teams designed and executed an attention-grabbing build-out for the Convention Center’s West Hall Lobby.

This branded city of impressive structures included larger-than-life displays of network stars, a grand entrance arch souring over thirty feet tall, and high-impact video walls contained in designer frames. Tractor Vision handled scenic elements.

Consistent with BET Networks’ branding, EBF implemented a striking black-and-white visual concept featuring geometric patterns translated from The Experience’s color block logo.

The familiar colors of the festival’s logo were then woven through the entrance activation in the form of bold mono-hue columns displaying positive affirmations from the Network’s current “YES TO BLACK” campaign. Primo XL supplied carpet.

These inspirational decor elements guided fans through the space, while encouraging the celebration of excellence, black culture, and positive social change. 

The fan experience was enhanced by enthusiastic brand ambassadors and custom-crafted activities and amenities. Draping was supplied by Dazian.

EBF designed several engagement stations, including a socially-connected green-screen video booth, where attendees could pose on the BET Awards Carpet, and a BET “re-charge” lounge, providing a space for festival-goers to rest while powering up their electronic devices. Rentals from Events by Fabulous and AFR.

To amplify social media reach, EBF developed a compelling “Share Your Moment” campaign that was creatively integrated throughout the event.

Bright pillows  at a charging station carry the BET brand.

BET's big brand. Concept Pixels oversaw video.

Fans were encouraged to participate and receive souvenir prints from #BETX hashtag printing stations that utilized geo-fencing technology to selectively print images shared from the festival.

An attendee makes the most of her photo op with a BET star.

BET brand ambassadors guide guests.

BET guests make the most of their chance to interact with the event and their own social networks.

Attendees share their experience at a smartphone station.

A guest poses in front of the green screen for her star photo.