Although branded content is the key model of branded entertainment it can be considered to be at early stages in Turkey. Sponsorships and product placements are considered to be branded entertainment and still used heavily.

Therefore integrating the brand into the content is still more popular than creating an original content for the brand.

Heavy usage of social media channels like Facebook & You Tube speeds up the interest and action of the market.

TV is still the first medium in media consumption and TV serials are the most popular genre on TV. However reaching to the new generation only or heavily by TV is difficult as the platform they heavily consume is digital.

We started to see good examples of branded entertainment on digital platforms.

For our case Bosch choose the way to be integrated into a digital game in compliance with the flow and experience of the game but with a unique mechanism specially created for the brand and its objective.

As this campaign was based on integrating Bosch into the biggest virtual world of Turkey, Sanalika, the core target group was Sanalika players. Therefore Sanalika platforms were used to draw the audience.

The task announced in many ways:

• Millions of impressions displayed on Sanalika

• In game announcements were displayed

• Task activities were launched in the game to announce the new task

• Bosch Environment Club Parties were launched in the game

• One of the most popular characters of Sanalika announced that one of the Bosch Characters was his best friend which increased its popularity.

At the end of 8 months 826,408 Bosch tasks were accomplished by Sanalika users. The users spent 10,743,304 minutes in interaction with Bosch brand, products and Bosh Environment characters. User generated videos on “How to accomplish Bosch task on Sanalika?” were uploaded on You Tube more than 1,000 times and viewed more than 100,000 time. This was a huge viral effect as uploading was not a part of the project but uploaded by users’ own initiative completely. Bosch Environment Club membership increased by 68%. Facebook Page Likes of Bosch Environment Club's characters have increased 791%. The communication achieved its goal just in line with the objective of the client both in terms increasing the awareness of environmental protection and reaching to the target group by speaking their language