There has been an explosion of branded entertainment/content in the UK over the last number of years. There are heavy restrictions on what can be done in the form of branded entertainment on television. However, the online media environment has matured ensuring that there are now many more opportunities to drive branded content at scale in the UK.

However, whilst branded entertainment is produced in its droves, it is a fair observation to make that it is seldom watched, loved, enjoyed and shared. There are few examples of branded entertainment campaigns that can be truly considered to have been successful in culture.

Pepsi Max is a cola with maximum taste but no sugar. We thought that was pretty unbelievable and created a campaign centred on unbelievable content.

We launched the campaign with our first shareable film, Loop the Loop. It showcased stuntman Damien Walters attempting an unbelievable feat; to be the first human to ever run a loop. Damien Walters has been a stuntman in many Hollywood films and has a strong online social following.

The augmented reality bus shelter made a big impact:

• The bus shelter execution generated a large amount of PR coverage – from TV shows to online news sites – with an estimated PR reach of over 581 million

• The video of the bus shelter was viewed more than 5.6 million times, over 87% of which were earned views

• The video was highly engaging with a Facebook engagement rate of 9% (6 times the category’s average engagement rate of 1.5%) and over 120k mentions, likes and shares across Twitter, Facebook and YouTube

• The video became top of the viral advertising chart on launch