Branded Entertainment is not very pervasive in the country. There are regulations on advertising but not specifically on Branded Entertainment.

Print and concert-style posters drove traffic to the microsite. People logged on to sparkleproject.my by the thousands, and left ideas, poetry, pictures and videos. Next, illustrators, drawing inspiration from all the entries, illustrated layer after layer of art using the Galaxy Note. Then came the animators, who brought the illustrations to life, frame by frame. The video was launched in a big way. Each time viewers watched the music video on the microsite, they saw one that was never the same twice, dynamically pulling from the user submissions.

The audience is engaged on a creative level whereby it started off with a message from Yuna, asking her fans to help create her new music video, Sparkle. Fans can then submit ideas, poetry, pictures and videos at sparkleproject.my where all the submissions are then translated into animations for the music video.

- High visits were recorded to the site with 135,594 page views and 96,346 unique visitors.

- The campaign garnered a total of 3,575 submissions

– Fans submitted pictures, drawings, text and videos with 1 fan even dedicating a song to Yuna.

- Most importantly, the GALAXY Note awareness and sales level were met with all the hype created from The Sparkle Project.