Branded entertainment presents certain challenges in the United States because of the potential blurring of the lines between advertising and entertainment/editorial content. Guidelines issued by the Children's Advertising Review Unit (CARU) and Pepperidge Farm’s membership in the Children's Food and Beverage Advertising Initiative (CFBAI), two self-regulatory programs under the auspices of the Council of Better Business Bureaus, compound those challenges when we target branded entertainment to children. Furthermore, when we do so online, all such activation must comply with the Children's Online Privacy Protection Act (COPPA), providing further challenges.

GET GILBERT was promoted through a unique partnership with Rovio and the launch of their new game ANGRY BIRDS GO (which featured the Finn and Friends characters) as the sponsor of a branded power-up within the game. Plus, interstitial ads were broadcast throughout other Rovio games. GET GILBERT was also promoted through the Goldfishfun.com desktop and mobile sites, and the Pepperidge Farm and Goldfish brand Facebook page.

The popularity of “Get Gilbert” perhaps reflects parents’ and kids’ desire for a different kind of mobile gaming; since launch in November 2013:

• Get Gilbert has been downloaded over 100,000 times

• Users opened the game an average of 5.5 times, spending an average of over

17 minutes within the app

• Over 1,000 players have finished all 48 levels of the game

• 2,721,673 Get Gilbert game levels have been started (and counting)