Billboard Music Awards

OVERVIEW:

The Billboard Music Awards (BBMAs) recognize top artists based on Billboard chart performance. Recently transitioned to a digital-only format, the BBMAs are leveraging brand partnerships, like with Marriott Bonvoy, to offer exclusive experiences for loyal members.

BREAKDOWN:

Content: This push alerts users that only a limited number of spots remain for an exclusive BBMAs experience offered to Marriott Bonvoy members.

Copy: The tone is urgent and exclusive, emphasizing limited availability and using the hashtag #MarriottBonvoyMoments to reinforce the partnership and exclusivity.

TAKEAWAYS:

Highlight scarcity with phrases like “limited number of spots left” to drive urgency and boost quick responses.

Use partnership-specific hashtags (#MarriottBonvoyMoments) to strengthen brand collaboration and promote social sharing.

Clearly label sponsored content with tags like #ad to ensure transparency and maintain trust.