Branded entertainment hasn’t had deep roots in Hungary. Media law has allowed product placement in mass media only for two years. So the main tool, which brands were and still are using, is sponsorship. It’s rare to see a campaign that tries to really implement a brand or a brand message into quality content. Usually they just place a logo at the end.

Vodafone Soundmap is an irregular piece of branded content. Besides its final outcome, a soundtrack, the advertising campaign that was supposed to draw people to participate was built up from branded entertainment pieces too.

The ATL part (a TVC) gave a sneak peak into the final musical creation, while the online promotion (a mini docu-series) followed the celebrity of the campaign. These pieces with their pull strategy and clear connection with Vodafone’s product (explained below) had an unexpected success.

The unusual voice of the campaign, the clever use of music and the fact that the youth experienced the 3G coverage advantage for itself transformed people from consumer to participants and made our branded content unexpectedly successful.

During 3 weeks we collected 475 sounds which inspired Yonderboi to create not one but five versions of Vodafone Soundmap. There were 43,000 active users on the campaign's webpage. The online films were seen more than 500,000 times on YouTube (with 96% positive like/dislike rate). We generated 2m Facebook reaches (50% of the users were aged between 18-24). And finally our live stream of the premier got more than 9 000 views and the users spent on average 22 minutes engaged with our brand. (There are approximately 10m people in Hungary, of whom 1,160 000 fall into our target group.)