Branded entertainment in Poland focuses mostly on activities taken on Facebook. This is a great way to collect and engage large amounts of fans. The problem is that it is mostly formed of transactions - for involvement in the entertainment forms, fans are often rewarded with high value gifts, which contradicts a real engagement.

We created a viral video starring top Polish football players, who were encouraged to participate in the campaign.

In parallel, tons of Polish celebrities were recording their support videos for the National Football Team, which generated a huge buzz.

- Over 3000 messages from fans

- 10,000 wbesite visits on the first day of the campaign

- Footballers' video the most popular video on Polish YouTube

- Promotional viral campaign received 894,207 views within two weeks

- €100,000 worth of media coverage with no money invested

Most importantly: Hyatt Regency Warsaw was perceived as one of the official sponsors of the UEFA EURO 2012.