The United States has been regarded as a pioneer in branded entertainment due to agencies’ big budgets that can support their big ideas. However, with the integration of social components into many, if not all, campaigns, the web has played a prominent role in branded entertainment. Every day, people are being amused through Twitter, Facebook, and YouTube. The days of 1-way TV messaging are over and the true king will not be the one with an expensive idea but one that demonstrates insightful thinking and engaging content.

Fans who visited http://www.RiotTrackMe.com could watch music videos, download MP3s, learn about the band, and request to have a song written about them. All they had to do was hit the ‘Track Me’ button, giving Riot !n Paris permission to check out their tweets, posts, comments, 'likes', photos, and everything in between. If their profiles looked awesome enough, the band got to work and dropped a song online for the lucky strangers in no time.

Besides driving visitors to the site through PR efforts, word of mouth, and Facebook Like buttons, fans who asked the band for a personalized song would do so via Twitter. Upon hitting the ‘Track Me’ button, the user’s Twitter page launched with the following pre-written message ready to be tweeted to all of their followers, “Please @riotinparis write a song about me #RiotTrackMe http://www.RiotTrackMe.com”.

Riot !n Paris’ Track Me was picked up instantly by Washington Post, Fast Company, MTV, Creativity, and many more news sources and gained international recognition within its first week of launch. Throughout the campaign’s 4-week period, Riot !n Paris released 18 songs, increased their fan base by 20%, and received thousands of tweets for tracks from United States, Germany, England, Russia, South Africa, Brazil, Australia, France, and other faraway lands. Even China wanted a piece of the action. The whole world asked for their own personalised song.