In Denmark, there are several restrictions and regulations when it comes to Branded Entertainment on television, though some restricted versions of AFP (Advertising Funded Programming) is being adopted through TV Channels that operate under other country legislation (e.g. broadcasting from UK).

The internet has therefore become the most used playground for Branded Entertainment with fewer restrictions.

We knew the success of the campaign would rely on our ability to have people not only visit the site but also actually create a song and share. Each created song and video would be a strong social object fostering new engagement from the creators’ social circle.

Our media approach was therefore to get credible music opinion makers to endorse the project. This way we premiered the project during a live interview with Spleen United at Denmark’s largest music radio station, P6 Beat, while pushing the story simultaneously on their digital presence. This was followed by co-labs with the best music & lifestyle bloggers & media, who created their own encouraged readers to create their own version. Last but least both Spleen United and Nokia engaged their communities.

Overall a well-planned approach that didn't loose the innate organic feel, so critical, when approaching content development from culturally relevant perspective.

The Project resulted in not one song, but the release of more than 1500 individual songs all accompanied by the visual side from the Nokia Lumia 920's Pureview Camera.

With an outreach encompassing social media, PR and influential music bloggers, the site reached more than 150.000 highly engaged visitors, several hundred thousand YouTube views and a total of more than 3 million media impressions. This resulted in renewed relevance in the young urban demographic, and a Nokia brand that is thriving in the region, and reports of a sold out Nokia Lumia range in retail.