Branded entertainment is quickly becoming one of the most popular ways for brands to connect with consumers. However, most often the brand, or product, takes a front seat in the creative story telling making it difficult to deliver a story that truly appeals to the audience. The Google Play and Interstellar partnership put the story, and the consumer first to create a piece of content that was, above all, genuinely entertaining.

This film debuted in North America and was exclusively distributed through the Google Play store. It was not subject by any government restrictions or regulations.

The partnership capitalized on fans’ excitement for Interstellar. We worked closely with the filmmakers to capitalize on the press around Interstellar. The effort was also strongly supported on Play and Interstellar’s social channels. We partnered with YouTube stars who made and publicized their own ‘time capsule submissions.’ Everyone who contributed to EMIC received an email with a sharable poster with their name on it which they distributed they shared through their social networks.

The Interstellar, Google Play partnership created the opportunity for fans to think about something bigger than a movie: the future of humankind.

And they responded in a big way.

Not only did we have over one million visits to our site in the first three months - putting us in the top 5% of the industry - we received over 7000 entries to our Time Capsule. With an average visit length four times the industry average, we saw fans were deeply engaged with the experience.

The film itself was the second most popular documentary on Google Play for the month it launched with over 15,000 downloads and XX streams.