Branded Entertainment now forms a key communication strategy to engage customers with brands, acting as a softer approach to building brand advocacy, delivering greater perceived customer value compared to traditional ATL advertising. There are no particular restriction or regulations imposed by the organisations mentioned, but with all brands now investing heavily in their branded content output, the key challenge is to stand out from the crowd and deliver a content experience that rewards the prospective customer's investment of their time.

The New 308 in 3D app was carefully connected to Peugeot's other existing communications channels, including long-form features in Peugeot's customer magazines, Rapport and Fleet. The covers of these titles were transformed into interactive markers, acting as triggers for the app's augmented reality experience. It was similarly promoted via direct mail, online and at events. Plus, in Rapport iPad magazine and Peugeot's customer digital magazine, E-Motion.

The app was integrated into advertising wraps around The Telegraph and The Times sports supplements during the Six Nations Rugby Tournament, plus other ATL advertising with app markers integrated into the ad designs.

- The average user dwell time is currently 5 minutes and 49 seconds.

- In total, there have been over 700 hours of user/brand time spent in the app. This is time spent purely engaging with the brand, sharing content and exploring product features.

- 39% of users visited the car web page on the main Peugeot website

- 27% of users visited the download a brochure page on the main Peugeot website

- 18% used Peugeot's compare competitor facility (www.compare.peugeot.co.uk)

- 4% downloaded model specifications and price range,

- 2% requested a test drive

- In the most recent 10 weeks of the campaign there have been 5,000 virtual reality activations.

- In the most recent 6 weeks of the campaign there have been over 14,000 selections of product pillar information and over 36,000 colour customisation choices.