Branded Content are often perceived as advertising.

Because Sprites target group were advertising resistant teen boys

- success would require a campaign that didn’t look or feel like advertising.

And seamlessly blend into the their media landscape.

It would require Branded content - that didn't appear Branded

- but appeared to be user generated.

Truth 365 was placed in youth culture stores and worked as a gateway to Sprites content ecosystem containing more than 140 pieces of unique and sharable content.

The true meaning of the book was only revealed when the viewer unlocked the branded content via QR code.

The magazine works as a portal for sharable content and scanning rates are high. As the campaign is still running specific results are not present yet.