One of the quickest routes into the heart of customer is an engaging story which is why Branded Entertainment is flourishing in the U.S.. Ideally it’s not a fairy tale, but a true story – one that demonstrates why the brand is unique and compelling. "From A Dream To Dubai" does just that.

Brands are now part of everyday life and companies have more occasions to connect with consumers. There has never been as many media opportunities to tell a story. However, consumers have less interest in being sold to, making the need for authentic messaging and organic execution essential. “Brought to you by” isn’t enough. And overt “bite and smile” content that loudly calls out the brand does more harm than good. Effective Branded Entertainment is entertaining while baking the Brand into the story. Success starts with development of an idea versus “band-aiding” the brand identity to fit a media buy or third-party story. A company must know what makes a good story and find their place within that structure. Nissan & Gran Turismo are seamlessly integrated as main characters in “From A Dream To Dubai”.

A media blitz kicked off the program. The TV special utilized the 5 million viewers who tuned into GT Academy TV series this season by leveraging coverage on all the show's distribution outlets. In addition, the TV special created online buzz throughout the racing and gaming site including Sony PlayStation's network, Road & Track, etc. And it garnered social media support and interest from Hollywood actors/personalities such as Brittany Snow, Kellan Lutz, Ashley Greene, Sterling Brim to name a few.

The documentary film "From a Dream to Dubai" has garnered critical acclaim from the advertising, gaming, racing and entertainment communities. Wired calls it “smart marketing” and Digiday calls it “Branded Content in high gear.” The online community has been insanely receptive to the story. And Nissan and PlayStation are in talks to create yet another season of GT Academy. And, yes, Nic is still living his dream, racing for Nissan.