The USA has a well-developed branded content market with digital, broadcast, music and live experiences common across all brand categories. The restrictions applied to this content are dependent on the platform they appear on.

The content plan for the program was divided into 3 distinct stages:

1. Grass-roots marketing with extensive church meetings and college events were used to reach the gospel community across America and inspire them to register their local choir for the competition.

2. Local television, online advertising and radio spots were used to attract the community to attend the event in their local market, and were supported by social media and PR efforts.

3. To drive the audience to view the finale special on TV One, we used on-air promotions supported by social media on talent channels.

In order to measure the awareness of the How Sweet the Sound program, an online survey was conducted in early 2013. The sample panel included gospel music fans, with an over-representation of African Americans.

Some key statistics:

55% of the target audience (African American Women between ages 30– 49) was aware of the show and interested in attending an event

71% were aware of Verizon as the brand sponsor

75% declared a better perception of the brand as a result

46% now see Verizon as part of their community

61% believe Verizon supports gospel music

72% saw the relationship between Verizon and gospel music as authentic and committed

87% rated the event(s) as very enjoyable and will recommend friends to attend next year

Additionally, there was widespread media coverage including Good Morning America and Extra Extra!