- There are still relatively few successful examples of Branded Entertainment initiatives in Japan — especially in major network TV. Coca-Cola Japan is proving to be a leader of this new communication opportunity.

- TV stations have strict regulations and a successful branded entertainment execution must overcome many hurdles and a final assessment by the Advertising Judgment Board (AJB) of every network. Most of this is done on a case-by-case negotiation basis involving the advertiser, the network sales, production, programming and the AJB. Even in this era of social media, for example, it is prohibited for advertisers to direct viewers from TV to SNS during a branded entertainment show, since mentioning Twitter or Facebook constitutes duplicative sponsorship. This makes it difficult to effectively spread the content online and in real-time.

- Government is present only in so far as all advertising and branded entertainment must meet strict broadcasting laws related to advertising—which is managed respectively by each TV networks’ AJB.

- The most important draw was the compelling storytelling—inviting teens to the Olympics as the greatest dance party on earth!

- The audience were initially drawn to the content by the branded entertainment being seamlessly integrated into popular TV shows as a legitimate program segment — thus avoiding channel surfing, multi-tasking and other distractions typical during TV commercials being on-air.

- Our Olympic content further offered a dream stage in London as an incentive for the national dance competition.

- It was also a powerful motivator that a million-seller musician would perform together with winning dancers on that London stage.

- The branded entertainment content earned more than US $8 million in media value through unpaid media coverage and reporting.

- Awareness of Coke & Olympics campaign reached over 50% amongst target audience.

- Drinking frequency (# of weekly+ drinker) of Coca-Cola also increased significantly (+5%) among impacted teens.