Branded Entertainment allows advertisers to effectively communicate with their consumers in a less commercial or intrusive manner. Overseas, brands have adapted well to this relatively new platform of consumer engagement.

Historically, South Africa has been exposed to effective Branded Content & Entertainment primarily when large global brands produced Branded Content campaigns on a worldwide scale (e.g. Snickers, Redbull).

However, in recent years, digital and mobile usage has exploded in South Africa. While many lower LSM consumers still remain disconnected on a desktop basis due to poverty and lack of facilities, there has never been a better time to engage with those consumers who do possess the technology with Branded Entertainment. Smartphone usage is rife throughout all LSM's, and this provides the perfect platform for consumer engagement.

Slowly, yet steadily, we are seeing a shift towards Branded Content and Entertainment in our country.

As an aside, there is new legislation underway that will see the prohibition of traditional alcohol advertising in South Africa, and we can expect to see a rise in Branded Entertainment for alcohol brands.

Idea: Host the world’s first penguin race using live satellite tracking data..

The race was followed via a microsite, with running commentary held on twitter.

We created unique characters for the five contestants, based on real data. Twitter accounts were created for a race narrator and the contestants.

Ahead of the gunshot, banner ads and blogger packs led to a race countdown site, where people could learn how to 'Back&Track' a penguin.

The race kicked off in parallel with the SOS Festival and ran for seven-days.

All content was created live, according to the penguin’s situations and locations.

In 7 days:

13,000 microsite views, 4-minutes 37-seconds per visit.

Over 10 million impressions, 70% user-generated content.

National newspaper, radio and prime-time television coverage.

Countless online articles, both locally and abroad.

The campaign spread to 60 countries.

Earning free media worth R 1.8 million. All for half the price of the newspaper ad (Return on investment 44:1)

Best of all, the interaction. Everyone from celebrities to schools followed the race, with international sport stars were challenging Olympic swimmers to a ‘penguin swim-off’.

With 1,066 unique conversations generated, we achieved our strap-line 'Conservation Begins With Conversation'.

(Results independently audited by BrandsEye)