Branded Entertainment is just beginning to become understood in China/HK where this film was shown. There are some strict censorship laws, restricting any kind of entertainment that doesn't follow the guidelines of the state in terms of violence, sexual promiscuity, or events or conduct that would seem detrimental to society. This is, of course, why most of the programming in Asia, branded or otherwise, tends to be more bland than Europe or the States.

With opinion leaders and WWF promoting the app, along with the natural social sharing function built right in, it hit the ground running with thousands sharing before and after photos just the first couple of weeks. Then celebrity Li Bing Bing used the app’s real-time signing function, at the Beijing Earth Hour event, generating media coverage and social sharing. Following the celebrity hundreds of other signed the app, all collectively creating a blue sky on Asia's biggest screen.

The Blue Sky app gained popularity and media recognition on CCTV and other stations as well as countless blogs and other media, including Huffington Post and the Wall Street Journal. The sharing and media coverage got people thinking of smart new ways they could make a difference, individually and in groups. This was the first time the use of technology and social media in China have combined to put the environmental agenda in the hands of the people.

“Imagine Beijing with endless blue skies. There’s an app for that.”

-Wall Street Journal

“Ingenious . . . they were able to see an opportunity in all that gloom.”

-Huffington Post