Branded Content in the UK is growing. As restrictions around product placement are lifting (Feb 2011 in the UK), it has made it easier for brands to see their products on screen in a truly integrated way.

The current regulations are as follows:•On-air warning logo required•Editorial justification test to apply. Clear approval process from editorial, commissioning and compliance teams.•No product can be written into the script for dramasNo Product Placement allowed in:•News and Kids shows•Current affairs, consumer advice and religious showsAlso not allowed for•Tobacco, alcohol, HFSS, gambling, baby milk, medicine and anything that can’t be advertised in the UK on TVWhile regulations have been relaxed there has not been the expected rush of advertisers to embrace the opportunity as the complex approval process and client nervousness around control have meant only a few brands have tested the waters.

We held the premiere of a film about a house filled with cameras in Big Brother, a TV programme about a house full of cameras.The Paranormal films are famously secretive in terms of the characters and plot. We have no idea what they are about and who is in them. Alongside this production, budgets are very low so the filmmakers don’t supply many materials either. This means when it comes to planning all we have is the trailer and the only content we have are the TV spots.For movies all that matters is box office, our criteria was as follows; 1.no.1 position in the top 15 on opening weekend2.Opening weekend takings of £2m 3.Lifetime box office: £9mGiven our lack of content, materials and direction we needed a partner who could help deliver the story, great content, hype and the engagement that we were missing.Big Brother was identified as the TV property that could deliver all of the above and fitted perfectly with the profile of our audience.Our idea: a world first, a film premiere held live within a reality TV show. Never before had a movie and its premiere been launched on TV as product placement. So what did this look like?•A joint promotional TV competition spot offering the public the opportunity to join the housemates as VIPs on the night. Supported with social to drive further engagement•2 days of paranormal themed tasks for BB contestants, offering housemates the chance to win premiere places.

•On Premiere night a red carpet ran through the house, leading our celebrity guests and competition winners to a VIP party with the housemates, all shown live on TV.•Post premiere a TV spot was developed from vox pop content and audience reactions.

In conjunction with Five and Endemol we created a campaign that dominated the Big Brother TV show, engaging with the BB audience at every touch point. The campaign was announced via a co-branded promotional TV spot, this included a competition offering the public the opportunity to attend the premiere. Promoted tweets and Facebook activity supported this and ran throughout.

The competition also featured in press ads that ran in titles heavily associated with the TV show. The same magazines also covered the premiere night itself with pictures from the red carpet. Post premiere, a TV spot was developed from audience reactions to the film.

Probably the biggest movie premiere of all time, with 2.5m+ people watching it live on BB.Amazing research results (courtesy of C5)•36% of viewers said they were likely to go see PA3 at the cinema•65% of viewers who were horror fans felt they were likely to go see PA3 at the cinemaSignificant return on investment•The partnership cost £150k, this was dwarfed by PR and commercial value amounting to £2m+•Arguably the most effective use of product placement in the UK to date (with the film title being referenced 6 times in the show and also within editorial cues around it).

Great box office•no.1 in its opening weekend with massive box office takings of £3.4m it knocked the hugely popular Jonny English Reborn off no.1 and took double the audience of key competitor Contagion.•Lifetime total £10.6m exceeding the lifetime box office of the original movie and client expectationsHappy client•"Genuine innovation, a real media first, a great idea that built a fantastic platform to launch the movie from as well as helping to deliver outstanding results” - Steve Hunt, Head of Media & Creative.