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Special Events
In the Black: Events by Fabulous Puts Bold Brand on BET Experience 2017
Special Events Staff Jul 20, 2017

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Welcome to BET Experience 2017
Photo by Erik Voake

In celebration of music, entertainment and black culture, more than 100,000 fans gathered at The BET Experience 2017, an immersive fan festival built around the network’s annual award show. The venue: The Los Angeles Convention Center.

Are You 'Experienced'?
Photo by Erik Voake

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. 

Bold branding
Photo by Erik Voake

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.

'Branded City'
Photo by Erik Voake

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.

Geometric patterns dominate
Photo by Erik Voake

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.

'Yes to Black'
Photo by Erik Voake

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.

Decor design to inspire
Photo by Erik Voake

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

Engineered to engage
Photo by Erik Voake

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

Engineered to engage
Photo by Erik Voake

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.

'Share Your Moment' campaign
Photo by Erik Voake

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

Bright branding
Photo by Erik Voake

Bright pillows  at a charging station carry the BET brand.

Big brand
Photo by Erik Voake

BET's big brand. Concept Pixels oversaw video.

Photo stations share images
Photo by Erik Voake

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.

Star turn
Photo by Erik Voake

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

Brand ambassadors
Photo by Erik Voake

BET brand ambassadors guide guests.

Guests interact with event
Photo by Erik Voake

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

Social sharing
Photo by Erik Voake

Attendees share their experience at a smartphone station.

Ready for her close-up
Photo by Erik Voake

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

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