In the U.S., Branded Entertainment has become a universal practice for brands, as broadcasting and government restrictions are less strict than in other countries. There’s a broad spectrum of Branded Entertainment activity in the U.S., ranging from product placement and sponsorships to integration into existing entertainment properties or the creation of content and intellectual property by a brand from the ground up.

While legalities still apply, the real “regulators” have become the viewers. They serve as a sophisticated, critical jury for brand authenticity, rejecting forced integration that does not add value to their experience.

In this experienced age of marketing, people expect Branded Entertainment to offer a true value exchange – giving consumers something more than just a message. To be successful, we must invite and involve people to have any potential for their brand advocacy.

The holidays are a time for giving to people who have less than ourselves. According to research polls, nearly 60% of Americans say they donate money, gifts or time to charities during the holidays. For the millions of children in the U.S. who live in poverty and would otherwise go without a new toy at Christmas time, the generosity of others delivers a message of hope and inspiration.

Based on these insights, we drew people into our content by rooting every aspect – whether it was on-air, digital, social, in-store, OOH – to the universal language of giving back to local kids during the holidays.

The program was a huge success. Not only were we able to help less fortunate kids by raising awareness (and money) for Toys for Tots and the holiday toy drive, we drove people in-store and into the toy aisle to make a purchase!

We accomplished the following:

• Raised a donation of over $535,000 for Toys for Tots through the sales of the product.

• Collected 180,000 toys for kids in need, more than double the previous year.

• Sold 89% of our Ellen Show toy inventory – exceeding Walgreens’ sell-through expectations.

• Garnered over 1.8m UNPAID YouTube video views for our on-air integrations.

• Received 80,000+ Get Glue check-ins, exceeding our goal by 330% and resulting in another $10,000 donation to Toys for Tots.

• Delivered 171% impressions on the digital campaign, incurring no cost for an additional 16m impressions.

To top it off, creating exclusive merchandise with a brand partner was a FIRST EVER for The Ellen DeGeneres Show - a show that has been working with brand partners for 10 seasons!

Thanks to Walgreens and this program, many more kids around the U.S. were able to enjoy this special time of year!