At this moment in the Netherlands Branded Entertainment is one of the fastest growing forms of marketing, advertising. Because of the fragmented broadcasting playing field there is a huge demand of advertising funded content. The rules and restrictions can differ by the tv stations and channels.

Ziggo's Entertainment Experience® could be followed in real time through Interactive TV, VOD, social media and a state-of-the-art video website. Through dedicated marketing, viral and social media campaigns, guerrilla marketing targeted at students, launch events, master classes and the website the public was triggered to sign up, participate, vote or comment.

The project ended up with 35.000 creative moviemakers, was trending topic on Twitter, covered by ALL(!) the largest news outlets (TV, Internet), the final movie was selected for two international film festivals (Rome and Tribeca) and was sold to go into cinema in US and Germany, Japan, Brazil, Argentina, SKorea and France. The film will go into Ziggo VOD and will soon be broadcast on television. In addition, the project in the U.S. won "The One Show Award" for innovation in branded content, was nominated for a Spin Award in the Netherlands and finally won an International Digital Emmy Award in April. Through all of this Ziggo presented itself as a user generated content and talent facilitating entity and a major entertainment and content distributing company. Ziggo was never only a sponsor but rather co-producer and initiator.