Currently running in Brazil, USA, Mexico, Bulgaria, Uruguay, Greece, Italy and Turkey, and with launch plans in more than 10 markets worldwide including Thailand and China, our campaign, ‘Here’s to Real Friends’, is a global one. As such, Branded Entertainment is present in different degrees and under varying restrictions when it comes to alcohol, most notably:•In Brazil alcohol can only be advertised on TV from 9:30pm to 6:00am.•In Mexico, from 10:00pm onwards, there should be no indication of alcohol consumption in ATL media.•In Thailand, TV advertising must not show spirits bottles or glasses with alcohol being consumed.

All of these restrictions apply to Branded Entertainment, especially when commissioned or sponsored by alcohol brands.

We partnered with Pinel & Pinel, French trunk makers and expert luxury craftsmen, to make a travelling trunk/bar inspired by The Art of Hosting – the ultimate party pop-up. Inside, everything you need to host your friends, from the cocktail making kit (with, of course, a bottle of Chivas), ice bucket and glasses to the iPad, speakers – even a grooming kit for the morning after. The result is a celebration in itself; it is fun, impressive and accessible – and attainable too, as we are giving the trunks away in a series of competitions.

At 3 months from launch, ‘Here’s to Real Friends’ is well on its way to achieving its objectives of driving brand consideration:•Google searches for Chivas Regal have grown by 886%, outperforming the category average and searches for Johnnie Walker.•Traffic to chivas.com has grown by 510%.•On launch, the extended trailer was ranked 9th within the YouTube entertainment category.•With a total of 2,208,113 (19/02/12), views of the films and trailers are among the top 0.4% of YouTube videos.•‘Twinkle’ and ‘Big Bear’ have higher audience retention rates than online video standards when watched on chivas.com.•The global Facebook fan base has increased by 25% since launch.With regards to the Chival Regal global brand team, success is also measured via the reception to the campaign by local markets:•‘Here’s to Real Friends’ is the first Chivas fully integrated campaign, covering 8 media channels, each with a distinct role.•At 4 months from launch the campaign is currently running in 8 markets, with launch plans in many more including Thailand and China.•The campaign has inspired Pernod Ricard ‘firsts’ such as the placement of ‘Here’s to Twinkle’ as a 6 minute TV spot and pop-up cinemas.