Branded entertainment is still not a widespread communication tool here in Spain, being often confused with product placement. Production houses and broadcasters often contact clients selling them product placement or sponsorship as branded entertainment. Regulation reflects this, as there is no other obligation than the one of identifying any branded content, or product placement, as “advertising”. But there is no notorious case of a content generated by or through a brand here in Spain. Still.

The documentary we shot for the campaign was the beginning of a joyful conversation with our consumers. The impact of the documentary was big in Internet and social media. But real satisfaction when people started to use the web to record their screams and sharing the results through social media.

The campaign generated strong impact. Hits on twitter surpassed the 1,500,000 mark; we had thousands of Facebook shares on the first few hours; and hundreds of references at the blogosphere; CANAL+ YouTube Channel hits rose more than 600%; and users spend, on average, more than three minutes at leavewilhemalone.com, the campaign’s website. But, most important of all, CANAL+ was very happy with its business results, with a rise on the number of new subscribers and a significant decrease on the number of subscribers leaving the platform.