Branded Entertainment is just beginning to become understood in Greater China where this film was shown. There are some strict censorship laws, restricting any kind of entertainment that doesn't follow the guidelines of the state in terms of violence, sexual promiscuity, or events or conduct that would seem detrimental to society. This is, of course, why most of the programming in Asia, branded or otherwise, tends to be more bland than Europe or the States.

An unsuspecting audience came into the theatre. After the lights went down, a trailer began. From a driver's point of view, the audience saw a car passing along a scenic road. After a little time, long enough for the audience to wonder what was going on, a location-based SMS broadcaster, in the projector booth, delivered a message to all those in the theatre. With nearly all looking down at the mobiles, the car on screen ran off the road and crashed into a steel pole. Safety messages about mobile use while driving were then seen.

The hard results will come in the months ahead through the video being shared and circulated. This process has only begun and so results have really yet to come in. Though we can say that audiences that experience the in-cinema/mobile experience have been wide-eyed and short of breath, making the messaging and truly memorable and through-provoking experience. Here's a quote from our client, VW marketing director, Helen Wu:

"I've seen quite a few safety communication pieces for Volkswagen around the world, but this is the most immersive messaging on the subject I've ever seen."