The 2022 BRIT Awards campaign saw a number of firsts, both for the BRITs, and for music award ceremonies. There were three core innovative pillars to the campaign, all with the aim of reaching out to new audiences online: the BRITs NFT drop; Roblox experience; and voting via TikTok.
Having had no public voting component at The BRIT Awards for a number of years, 2022 saw voting return – and for the first time with TikTok. Working closely with the platform, a new voting system was developed, which enabled users to vote in each of the four new genre categories. Users from across the globe had 10 votes a day to cast across the four categories throughout the twoweek voting period, with the winners announced as part of the main awards show. A staggering 6m votes were cast, with artists promoting the vote on their social channels throughout the period to help encourage fans to vote for them.
For the first time, the BRITs had a metaverse activation, with a London experience created on Roblox. As well as a treasure hunt for BRITs statues, exclusive BRITs merch, and opportunities to watch highlights from the show on big screens inside the world, users were able to watch a performance from PinkPantheress, which ran across the weekend following the main awards show. It was the first time a music awards show had a metaverse activation, and over 1.6m users visited the experience, many of which were under 18, and presented the BRITs with a great opportunity to introduce the brand to a new audience.
In another first, 2022 saw the first ever BRITs NFT drop. Designed by artist MRE and working with Serenade on the project, there were 250 NFTs made available for each category winner the day after the Awards. This meant there were 13 NFTs to collect, and they were priced at £10 each, with all revenue (over £15,000) going to The BRIT Trust, the charity of The BRIT Awards which helps fund the likes of The BRIT School and music therapy charity Nordoff Robbins.
The BRITs constantly look to innovate each year, the additions to the 2022 campaign helped propel the awards further and to new audiences.
These three activations helped The BRIT Awards deliver a hugely successful digital campaign. With over 6m votes cast on TikTok for the four genre awards, it helped fans feel a part of the awards process, with fan groups constantly engaging with our campaign, as well as artists who were using promotional tools to push for votes.
Additionally, with 70% of users of the Roblox experience being under 18, the BRITs brand was introduced to a new audience (and also a global audience who may not be familiar with the awards). Through clever aspects of the experience, such as show highlights playing on large screens within the world, the actual show was also able to reach new audiences.
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