Branded content is an established sector in the UK, but interest in co-funded content creation has increased since the relaxation of product placement rules for scheduled broadcasting in 2011.]For the first time in March 2011, brands were allowed to benefit from valuable paid product placement in addition to funding entertainment broadcast programmes, subject to Ofcom guidelines and clarifications to protect the integrity of commercial broadcast programming and the advertising business. The integration of brand messaging and product is also carefully reviewed and assessed by the broadcaster’s editorial team. In the UK it must be made clear to the viewers when a brand has funded a programme and the presence of product placement must be identified with an on-air graphic.

The documentary was first broadcast in the UK on Channel 4. It was promoted with trailers and listings activity on the TV channels. It is scheduled to broadcast in 50 countries globally, this year.

Following the first broadcast, the content was then made available online in an episodic form. Advertising contained a call to action to visit Coke’s Facebook page, which then had either links to the longer form, embedded, and interactive content online and on mobiles.

Previously the maximum number of markets to activate an Olympic campaign within Coca-Cola was 16. We smashed this record with more than 80 markets choosing to activate this campaign at some level. The documentary was watched by nearly half a million viewers during its first broadcast on Channel 4, with 8,000 views to date on its video on demand service. It is scheduled to broadcast in another 49 countries this year. The live event was attended by 2,500 teenagers who generated a social media response which reached over 68m people with a 100% favourable sentiment.