Branded Entertainment in Canada is a relatively new and underused medium. Most Branded Entertainment efforts are more akin to product placement or sponsorships. There is very little original content created with the goals of branded entertainment in mind. Outside of the specific regulations pertaining to certain categories and products (liquor, tobacco, etc) there are not a lot of regulations limiting the production of branded content. The biggest challenge in Canada, as it is elsewhere in the world—in every category—is getting people to pay attention.

The audience were first drawn to the airing of the film on television by station promos, banner ads and pre-roll trailers, reminding them to tune into the program. The film was replayed consistently over the following month, with the partnership promotions continuing to push the airings of the film on TV. While the film was still playing on TV, digital and online media supported the launch of the fully immersive website. On the website, people of any age can explore the artifacts, and journal entries, and share the film, or their favourite artifacts, with their social networks.

The premiere of Once More aired on the Discovery Channel and Bravo, and was the #2 specialty television program during its timeslot, drawing a 19% larger year-over-year audience on Bravo alone. Cumulatively, all broadcasts of Once More reached 1,579,000 Canadians. Online, the trailer for the film, and the film itself, have 245,695 total views, to date. The site at oncemore.ca currently has 13,660 unique visits. Our Facebook efforts for Once More yielded a 3% daily page engagement, and drove 606,000 impressions.