Branded Content in the UK is growing. As restrictions around product placement are lifting (Feb 2011 in the UK), it has made it easier for brands to see their products on screen in a truly integrated way.

The current regulations are as follows:•On-air warning logo required•Editorial justification test to apply. Clear approval process from editorial, commissioning and compliance teams.•No product can be written into the script for dramasNo Product Placement allowed in:•News and Kids shows•Current affairs, consumer advice and religious showsAlso not allowed for•Tobacco, alcohol, HFSS, gambling, baby milk, medicine and anything that can’t be advertised in the UK on TVWhile regulations have been relaxed there has not been the expected rush of advertisers to embrace the opportunity as the complex approval process and client nervousness around control have meant only a few brands have tested the waters.

In conjunction with Five and Endemol we created a campaign that dominated the show, engaging with the Big Brother audience at every touchpoint. The campaign was announced via a co-branded promotional TV spot, this included a competition offering the public the opportunity to attend the premiere. Promoted tweets and Facebook activity supported this and ran throughout.

Within the show, content was developed via two days of ‘paranormal-themed’ tasks for contestants, offering housemates the chance to win places too.Being a world Premiere, we invited a host of celebrity guests, who were led through the house on the red carpet. In the VIP room they mingled with competition winners and housemates, all shown live on TV. Then it was onto the main event; the premiere of the film itself. Post premiere, a bespoke TV spot was developed from vox pop content and the audience reactions to the film.

Probably the biggest movie premiere of all time, with 2.5m+ people watching it live on BB.Amazing research results (courtesy of C5)•36% of viewers said they were likely to go see PA3 at the cinema•65% of viewers who were horror fans felt they were likely to go see PA3 at the cinemaSignificant return on investment•The partnership cost £150k, this was dwarfed by PR and commercial value amounting to £2m+•Arguably the most effective use of product placement in the UK to date (with the film title being referenced 6 times in the show and also within editorial cues around it).

Great box office•no.1 in its opening weekend with massive box office takings of £3.4m it knocked the hugely popular Jonny English Reborn off no.1 and took double the audience of key competitor Contagion.•Lifetime total £10.6m exceeding the lifetime box office of the original movie and client expectationsHappy client•"Genuine innovation, a real media first, a great idea that built a fantastic platform to launch the movie from as well as helping to deliver outstanding results” - Steve Hunt, Head of Media & Creative.