Branded content is fairly mature in The Netherlands and Western Europe, but completely owned branded experiences are still in their infancy, especially considering the nature of this experience – a wholly brand-owned live experience aimed at education and entertainment for audiences that ranged from school children through to students, families and press. Brand experiences of this kind tend to be limited to sponsorships and partnerships, where brands will activate within the context of a broader event.

Local advertising campaigns drove visitors to online registration with the proposition: See the world of tomorrow.

Teaser content on social media was targeted at local audiences, encouraging sharing.

Over 10,000 users across 4 days, answered 38,000 questions, spending over 52,000 minutes engaging with the big challenges that face us as a species. The experience was incredibly ‘sticky’ - of visitors who answered 3 questions, 88% went on to complete the experience. Planet You was one of the most popular attractions at an event which generated more than 12 million engaged minutes and 79,450 pieces of content. Twitter reach was in excess of 2 million; and the initial media reach in excess of 100 million.