Currently in Argentina, Branded Entertainment is an activity that´s having great spread and potential in social networks. Moreover, full marketing campaigns are developed and produced under the Branded Entertainment concept, leaving behind the traditional mass media vehicles. Due to its success, 2 years ago a new media law was set forth in Argentina proposing to regulate the length of time of airing of ideas or contents defined as Branded Entertainment in audio-visual channels. Even though this law has still not been formally approved, some TV channels are already implementing it.

Launching an ice cream for a teen target that combined 2 products, we chose the Internet, their favourite media and created the Site Mixer: a site that combined their favourite sites of music, sports, outing and games with sites of bizarre contents. The mix of the existing sites resulted in a very funny third one.

The results were very successful. The campaign generated over 110,000 visits in 6 weeks. We received over 87,000 unique users with an average navigation stay of over 4 minutes for the games Guitar Moustache and The Moustache Sound Machine.