Belgium is quite traditional when it comes to branded content. The media are still dominated by the traditional 30 sec. commercials and billboards. Of course there is some sponsoring as well as product placement in typical programs like cooking shows. And popular entertainment shows such as The Voice and got Talent have online platforms featuring exclusive sponsored content, … There have been several attempts to do more creative Branded Entertainment shows, but they weren’t very successful.

The audience was drawn to the content through a press release, which led to numerous on- and offline announcements and articles in newspapers and interviews on National radio. A trailer was released online via several Facebook pages (Novastar, Canvas, Studio Brussels, Warner Music, …).

* The film received wide media attention and was talked about across many channels.

* Trendsetting Belgian magazine HUMO pushed the film online to all its readers.

* After the TV broadcast, Inside Outside climbed overnight from a sub-200 ranking into the iTunes top 50.