The creation and broadcasting of branded content is growing exponentially in

the United States. Streaming content on the Internet offers an exceptional no-

holds-barred platform to reach large audiences. Through the use of social media,

advanced streaming technology and exceptional creative content, branded content

is becoming a driving force in the entertainment consumption of people in the

United States and around the world.

On November 14th-15th, 2012, The Climate Reality Project launched a global, 24-hour, live-streamed broadcast about

the dirty weather battering communities around the world.

- 24 Hours of Reality: The Dirty Weather Report tapped into the power of digital media by leveraging

social video distribution. We used both paid media and earned media to reach a

wide audience. With the help of a sharable and embeddable video player, highly

engaged audiences around the world were empowered to make the broadcast their

own with the ability to place it on their blogs, websites, Facebook timelines and

Twitter feeds.

24 Hours of Reality: The Dirty Weather Report smashed all records for live events

seen by our streaming platform, Ustream. Along with massive online views reaching

16.8m, both “Climate Reality” and “Dirty Weather” were trending topics

on Twitter, receiving 65m impressions. Our broadcast garnered a total 165m Twitter impressions.

In addition to our online reach, we also received

extensive coverage in print, radio and television outlets. Calls to action during the

broadcast drove online conversations where ideas were shared and meaningful

action was organized around the climate crisis and the extreme weather we all

are experiencing. Through video conferencing technology and satellite uplinks we

included first-person reflections on climate change from global thought leaders like

Sir Richard Branson, Jason Mraz, Bangladesh Minister of Environment and Forests

Hasan Mahmud, UNFCCC Executive Secretary Christiana Figueres, President of

Iceland Olafur Grimsson, UN Secretary General Ban Ki-moon, Former Vice President

Al Gore and New York Governor Andrew Cuomo. Through online archiving on

both The Climate Reality Project site and the Ustream site, the branded contents

continues to be seen today.