Product placement in TV and classical mediums are strictly regulated. Authorities are now starting to apply the same rules to online mediums as well which led i.e. to German Youtube celebrities YTT being warned by the ‚Landesmedienanstalt’.

On the other hand audiences are reluctant to engage with officially branded content as it is seen as advertising, so it is assumed that content from brands is probably irrellevant, boring or even manipulative.

To get people to engange with branded content a strong incentive is needed: a real benefit and a story that has unique news value.

First wave

Facebook announcement and ads driving traffic to the Facebook app. Viral spread through user engagement.

Second wave

Exhibition oft he physical Photobook in Berlin supported by PR and Social media announcements.

Third wave

PR and digital coverage of exhibition and world record supported by paid media (i.e. YouTube ads promoting the documentary film).

Within 10 days, we had received thousands of photographs via our Facebook app. The best 28,000 pictures were printed on an 8 by 5 meter photo album.

The album was assembled and exhibited in the Museum of Communication in Berlin during the International Consumer Electronics Fair, and ultimately our Galaxy S4 album achieved an entry in the Guinness Book of World Records.

The exhibition in the Museum of Communication was also visited by many visitors to the International Consumer Electronics Fair as well as tourists, and generated a lot of coverage from both German and international media.