Branded content in Australia is a growing area across TV and digital platforms particularly due to the growth of video over broadband and social media.

SBS and ABC (national broadcasting channels) have major restrictions in regards to brands and integration in programs. Our domestic free to air channels have some limited restrictions, however its largely self-policing based on the networks desire to balance brand involvement with program integrity and audience appeal.

Hence, most attempts at branded content end up in fringe time slots or on subscription TV channels with less than 5% audience share. What branded content the networks engage with is managed by them, rather than by the brands doing deals with the production companies.It is the holy grail of branded content to find a home on a major free-to-air network in prime time with a large prime time audience in attendance.This is the story of a huge branded content under-taking involving brokering deals with format owners, a network, and production crew. This is the story of bringing back a TV phenomenon: ‘It’s a Knockout’.

There was a huge fan base for ‘It’s a Knockout’ in Australia, we just had to activate it.An orchestrated press release with media heavyweight Neil Shoebridge (marketing and media editor, Australian Financial Review), guaranteed a swift and vast pick up from other media across the country.

The official ‘It’s a Knockout’ website, Facebook page and YouTube channel hosted all the classic clips from the original that people still talked about today.McDonald’s engaged their 250,000 Facebook fans and 80,000 crew members.

The TV network created excitement and anticipation with substantial on-air promotions.The nation was ready and waiting.

With over a million people tuning in on episode one and #It’s a knockout becoming a worldwide trending twitter topic during the premiere, we knew we had captured the attention of the nation and brought to life the magic of Macca’s. •30% uplift in ‘McDonald’s is becoming more popular’ •24% uplift in ‘McDonald’s is a part of my summer’ •7% uplift in ‘McDonald’s is a brand for me’ •33% uplift in ‘likelihood to recommend McDonald’s’ Best of all, they loved it.

“It is great family entertainment, just like a trip to McDonalds” (Male, 36-40, Tasmania) Premiere ratings: 1,356,000 peak audience (total people) 1,028,000 average audience (total people)(It’s a Knockout campaign research conducted by OMD Insights)