Exclusive: Bravo Partners With SXSW, Foursquare for ‘Platinum Hit' Campaign

Fans who unlock badge qualify for VIP event with series host Jewel

By Andrea Morabito -- Broadcasting & Cable, 3/9/2011 8:30:00 AM

Bravo will partner with Foursquare on a badge for its new music competition series Platinum Hit when it previews the show at the South By Southwest Music and Media Conference in Austin, Texas, next week.

On March 16, Bravo will host a SXSW panel on "How to Become the Next Big Hitmaker" featuring Jewel, the host and judge of Platinum Hit, songwriter Evan Bogart, Keith Naftaly, SVP of A&R for RCA/Jive at Sony Music Entertainment and Jenn Levy, Bravo VP of development and production. Bravo will also premiere the first trailer for the show, which debuts in early summer 2011.

"The reason that SXSW was kind of the organic fit was because it was the first festival out of TCA and we wanted to keep the buzz momentum going," says Julie Riven, vice president of consumer marketing for Bravo Media.

Starting that day, fans will be able to unlock the Platinum Hit Foursquare badge by checking into specific locations in Austin and will be eligible to attend a VIP performance and meet-and-greet with Jewel on March 17 at the Spin Loft. The first 90 badge holders to arrive at the event will gain access.

Following the SXSW appearance, Bravo is also looking at potential opportunities with upcoming music festivals like Coachella, Bonnaroo and Jazz Fest, and if they pan out, Foursquare will again be considered for the campaign.

"They're always considered in our plans," Riven says. "It hits the right audience and it continues to allow us and Foursquare to be creative in figuring out ways to promote our shows."

Bravo previously collaborated with Foursquare for its Watch What Happens Live New Year's Eve special.