In France, the term Brand Content describes all forms of brand content whereas on an international scale there seems to be 2 distinct poles:-An informative and journalistic pole that regroups brand journalism or editorial communication-An entertainment pole that includes branded entertainment and advertainment-The French approach has the advantage of regrouping these poles

Our audience consisted of the students of around 40 French business schools Decathlon wishes to recruit. We exposed them to the content through 3 channels:-One-to-one presentation of the project before it started in the schools-Step one of the challenge was for the students to gather as many votes as they could, so we ensured viral exposition to the campaign and for the associations-PR in student blogs & press

The game took place up until the end of April, so the results are still very much work in progress. Here are the first positive signs we can share.

-A month after the initial launch (so before the end of the series), a study showed signs of a better image amongst business students: Decathlon ranked 32nd company they wish to work for (+ 5 ranks) -The game and web series were hosted on Decathlon France’s Facebook page, and even if some other activities took place as well, it helped boost Decathlon fans from 80k to 112k (+ 40%) and fan interaction from an average 4,000 to 7,500 at the peak of the game (+87.5 %)-By April 23rd (before the launch of the finale episodes of the web series), 12k interactions (like, share, comment) were generated by Les Coéquipiers alone on Decathlon’s Facebook page