Branded Content/Entertainment in Australia is relatively free of restrictions and regulations. However, the brand, or funding source, must be openly disclosed to the audience. This applies to all main media.

Within TV, of the 5 main Free-To-Air networks, 2 of them have significant restrictions - the national government-owned ABC can have absolutely no branded content, or commercial reference to brands. The other, SBS, has considerable restrictions.

The current climate in Australia regarding branded entertainment is one of major commercial growth and momentum. Online platforms and subscription TV are the most popular for placement of branded entertainment, but Free-To-Air TV is by far the most desirable and the most difficult to secure.

We created a series of provocative online zombie films where four kids use their Boost mobiles to stay connected and stave off the brain-dead corporate zombies they don’t want to become, and ultimately ‘STAY LIVING.’

To get around the inevitable media backlash we created censored versions for under-18s and the squeamish that featured fluffy bunnies and kittens instead of kill-scenes.

In addition to the online films we created content that ran across Tumblr/Instagram, and a Facebook promo enabled fans to win props from the films.

Influential YouTube celebrities were also recruited to star in the films as zombies.

The Stay Living campaign got over 1 million views – over 70% of which watched the films all the way through. And the photos were widely reblogged and distributed – helping to build the world where Boost Mobile was the hero and big telcos the villains.