What makes a good tchotchke? It needs to be something you wouldn’t walk into Target and be able to buy for yourself. BET achieved that and more with its full-size custom created body pillow featuring “Nellyville” star Nelly. It also gets high marks for how it distributed the tchotchke. Fans entered its Cuddle with Nelly sweepstakes on social media, with 5 winners chosen each week. It re-engaged with winners asking them to post pics with their pillows with the hashtag #CuddleNelly, driving further engagement. With a total budget of just $5,100, BET generated more than 500K social media impressions. Sweet dreams!