Advertisers offer custom-tailored executions during BET Hip Hop Awards show

(October 20, 2008) BET Networks has announced a host of unique marketing partnerships with Nike, MySpace Music, Comcast, Toyota, Alltel Wireless and Fox Searchlight as part of its airing this week of the third annual BET Hip Hop Awards. The special, which was taped at Atlanta's Civic Center on October 18 and airs on BET Thursday, October 23 at 8:00 p.m.*

Nike partnered with BET Networks on a first-of-its-kind, limited edition Nike and BET Air Force 1 sneaker. As the official "kicks" of the BET Hip Hop Awards, this exclusive product will be aligned with the world's hottest hip-hop artists, whose careers have been built and nurtured by the BET brand. The sneaker will be a new type of crushed patent leather never done before by the company -- with only 250 pairs being made and not for sale in stores.

Additionally, 106 & Park co-host Terrence unveiled the Nike Hip Hop Awards Air Force 1 on the #1 music variety show on cable television on Wednesday, October 15. Terrence -- who was wearing his own pair of Air Force 1s -- crowned scheduled guest Ludacris the "sneaker king" of the BET Hip Hop Awards and blessed him with the AF1s as a promotion for the show.

On the heels of the successful Hot16 Contest collaboration, BET and MySpace Music are bringing together the largest hip hop awards show on TV (BET Hip Hop Awards) and one of the largest online hip hop communities (MySpace Music) in a promotional partnership for the BET Hip Hop Awards. MySpace Music will promote the event at http://www.myspace.com/hiphop, and will be the branding partner for the first ever "MySpace Rookie of the Year" award category, both on TV and on the official BET Hip Hop Awards micro-site (http://www.bet.com/hiphopawards). The nominees in the "MySpace Rookie of the Year" award category are Ace Hood, Flo Rida, Maino, Rocko, and Shawty Lo.

Additional sponsors for the BET Hip Hop Awards include Toyota, who is sponsoring the show's red carpet and will be featuring the new 2009 Yaris Liftback; Alltel Wireless, sponsor of the Alltel Wireless People's Champ Award; and Fox Searchlight, which will be airing an exclusive trailer for the new film NOTORIOUS about the life of late rapper Notorious B.I.G. during the awards show.

Also in keeping with the "Game On" theme of the BET Hip Hop Awards, BET is sponsoring a BET Hip Hop Awards Mobile Tour that features an interactive video game challenge. The mobile tour has been making stops in seven markets from New York to Atlanta during the month of October to create excitement and promote tune-in to the show's premiere on Thursday, October 23.

The BET Hip Hop Awards Mobile Tour will be stopping at key high-traffic locations, radio stations, cable affiliates and retail lifestyle locations allowing consumers an opportunity to test their gaming skills with the 2009 Madden video game. The winner of each challenge will receive BET Hip Hop Awards prizes, and BET will partner with radio stations in select markets to sponsor events featuring challenges between DJs, local celebrities and other tastemakers.


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