Branded Entertainment is growing daily throughout the US. As a result, the challenge for every campaign creating branded content is to cut through the clutter with a program that catches the interest of consumers.

Fans and consumers were drawn to the content through YouTube, PR, social media, ambassador support, live event and social platforms. Bushmills social properties all directed consumers to the YouTube video through teasers leading up to the release, ongoing related posts and content-specific creative on various social platforms. In addition, ambassador Aaron Paul supported the video and brand on their personal social channels; Aaron Paul has 1.4 million Twitter followers.

Within the first two weeks, the video racked up 250,000 views on YouTube and went on to generate 1,200+ video Likes on the channel with a 1,000% increase in Bushmills YouTube subscribers. The campaign got 826 Twitter mentions with more than 3.5 million estimated Twitter impressions. In addition, the campaign logged 20+ press hits garnering over 89 million media impressions. Write-ups included USA Today (print and online), The Huffington Post, Complex, Esquire, the Los Angeles Times, Fast Company and The Wrap. The Huffington Post called it 'the best story ever', and Esquire said, “We present Aaron Paul, the latest to join in on Bushmills’ great Since Way Back campaign, and this fantastic story.” The Wrap summed it all up, saying “Aaron Paul’s Meteor Prank Goes Viral via Bushmills’ Animated Story.”

With 'The Sting: Cooking Up Meteors with Aaron Paul and Friends', Cornerstone brought Bushmills Since Way Back campaign to a new level, teaming the brand’s classic heritage with an actor whose man-of-the-hour status spiked during the lead-up to the series finale and resulting in the brand’s most successful piece of content ever.