In the United States, advertisers, ad agencies, media agencies, PR agencies, TV networks, digital publishers and portals have all recognised the power of Branded Entertainment. As a result, there’s a great variety of Branded Entertainment being produced by a very diverse group of players.Branded Entertainment is unregulated by the US government, and there are no official limits by networks or broadcasting companies. Instead, Branded Entertainment is ruled by the free market – relying on consumer response and self-regulation to keep the practice in check. Therefore, it’s incumbent upon Branded Entertainment producers to give consumers the best experience possible, transforming brand messaging into content consumers seek out.

To reach pop music fans, we ran targeted display ads on AOL, Facebook, MTV and more. Our target was actively engaged via live promotion at concerts (Justin Bieber, Usher, Bruno Mars) and by street teams. We leveraged the celebrities involved in the programme to create buzz, in pop culture magazines and entertainment news. We held live auditions, deployed brand ambassadors, created outreach in social media, and conducted influencer campaigns to further engage the target audience against their passions in music, celebrity, TV, and pop culture.

We changed the audience’s perception of AT&T, convincing them that AT&T is a cool, contemporary brand.Brand lift, per a custom ComScore survey:•Favourable towards AT&T: +143%•Likely to consider AT&T: +80%•AT&T is innovative: +56%The series drove 4MM+ branded video views, 6MM+ branded page views, 40M comments, and over 75M registrations in the On the Spot community. The contestants communicated with the audience constantly, posting vlogs and blogs, tweeting, responding to user comments, participating in live chats, and posting pictures – ultimately generating and sharing more than 100M pieces of content. The average time spent on the site was an impressive 7.11 minutes.