In the US, Branded Entertainment is an increasingly considered component of an advertisers marketing mix. According to a recent survey by the Custom Content Council, 39% of US companies will spend more on branded content in 2012.The reasons for using branded entertainment vary from awareness, education and consideration to retention and brand loyalty. In the US, there are no overarching rules or restrictions imposed by the TV Networks when it comes to Branded Entertainment, other than the standard restrictions against nudity and cursing. In some instances, TV networks do restrict advertisers from running commercials and/or branded content featuring talent during the commercial time of a show that the same talent stars in. These restrictions are at the discretion of individual networks.The opportunities for Branded Entertainment grow by the day, fuelled by the rise of digital and technological innovations and devices in the US and across the world. Branded Entertainment is primarily focused in the digital realm in the US with multi-platform extensions. However, in the past couple of years due to the validated ROI of Branded Entertainment, there is an increase in many types of executions, such as films, documentaries, TV series, events, books and games.

Despite the risk, Magnum abandoned the typical CPG strategy as we knew it wouldn’t get Michelle’s attention and generate conversations. Instead, we approached the launch in a similar fashion to a movie release.•Use compelling talent to make a big and bold bet, creating excitement and buzz•Utilise a multiplatform campaign•Focus spend within a short window•Leak out content to generate conversationsMagnum brought together the talents of fashion icon Karl Lagerfeld to direct style-setting starlet Rachel Bilson in a three-piece short film series inspired by Magnum.

The series debuted at the Tribeca Film Festival. Magnum began syndicating out the short films across various pop culture/fashion Digital and Mobile sites. The short films also ran within Cinema to drive awareness and brought additional credibility to the series.To create synergy, Rachel Bilson also starred in Magnum’s Print (also shot by Karl Lagerfeld) and Television campaign.

-Television Spot ranked no.1 most liked new ad.-‘Photomood’ ranked no.4 viral video views.-Magnum became the number one Super Premium Stick brand within 4 weeks of launching.-Magnum has 4 of the top 6 ice cream innovations, including no.1 and no.2 (according to Nielsen FDMxWM).-Magnum was outselling all competitors in Super Premium Frozen Novelties in-season by 2x.-Magnum has grown the Super Premium Sticks category 67% YTD.

-Magnum will most likely end the year as the no.1 Super Premium Stick brand.

-The campaign garnered 2bn PR impressions and counting.

Magnum exceeded all benchmarks that were implemented prior to launch.-Performance: Achieved 5.0% trial and 32.1% repeat (Goal was 3.5% trial and 30% repeat)-Performance: Generate Awareness: 35% Aided (Goal 30%) (Source: Millward Brown June 2011)-Performance: Engagement of Digital Assets: Interaction Rate=7.67%, Video Completion Rate=66.9% (Goal IR: 5.52%, VC – 23.7%)(Source: DART and Vindico)