I noticed a great example today of a customer using BEML to invoke a custom menu at the end of each of their videos. This is a great opportunity to re-enforce your branding and/or message as well as provide additional options for sharing.
By listening for the "mediaComplete" event you can overlay the standard Brightcove menu with a custom version such as the example below. You can also check it out here (also a pretty cool 'Hypervideo Player' in the video). More on Player API MediaEvents here.