The United States is the leading market for branded entertainment, with roughly $53 million spent in 2013. There is a clear understanding of the value of branded entertainment in the U.S., budgets are high, and there are few regulations. Experts expect a massive increase in the demand for branded entertainment as it moves toward the mainstream.

An award-winning documentary filmmaker captured the traditions of real people ordinarily not seen in holiday campaigns.

The film “Canine Christmas” used the Nokia Lumia to document an actual Christmas day in the life of a group of friends who treat their pet dogs as if they were their own children. Our host is Shanna Olson, a former Miss California with a sweet personality and an unparalleled devotion to her dogs.

Film trailers were produced and seeded out to social networks. We also posted the films to Nokia’s YouTube channel, as well as our custom holiday campaign page at nokia.com/holidayrealness.

Our characters in our holiday campaign may have been totally real, but the results the films achieved were incredible.

They were viewed over 29 million times and positive comments reached 85% in cumulative ratings. Our online holiday hub traffic at Nokia.com totaled 2.2 million, and we piled up 16,578 #HolidayRealness mentions on Twitter. For Nokia, the films helped increase time spent on their site to an average of seven minutes per visitor.

Overall, we helped Nokia put a totally fresh spin on the usual holiday advertising assault—showing everyone the Nokia Lumia is the only way to capture what really matters most during the holiday season.