In Italy, Branded Entertainment has become fully legal since 2010, after legislative liberalisation (the 'Romani Law'). Since then, this has become a more and more common communication practice among marketers, both on TV and online. Current regulation allows product placements in motion-pictures for TV and cinema, TV series, sports and light entertainment programmes. It is not, however, allowed in shows for children. Product placement must follow certain specific rules: (1) it should not compromise the responsibility and the editorial independence of the content; (2) it should not directly encourage the purchase of the products showcased; (3) it should not give undue prominence to the featured products. Some merchandising categories cannot be the object of product placement (smoking products and prescription drugs) and others are to be treated with particular care (alcohol). In order to prevent hidden advertising, promotional considerations must be added at the beginning, after every commercial break, and at the end of the programme for TV shows, and in the closing credits for movies.

Target audience were involved through different touch-points: at first, Jack Daniel’s On Tour Facebook Page invited people to take part in the project with their rock band, for a chance to have one of their songs turned into a music video. Then, in preparation for on-field events, Facebook was still the main communication channel, along with flyers and branded installation on the ground. Finally, the actual TV show was heavily promoted on digital and social media channels, radio, print and TV, leveraging on the partnership with 'Radio Deejay', a popular radio station which broadcast the show on their TV channel.

- More than 500 rock bands applied on Facebook to shoot a professional musical video

- More than 1,330 people joined the 'Rock District' Facebook event and more than 5,000 attended on-field in Pigneto, Rome.

- Almost 7,500 interactions to the Facebook posts promoting the on-field concerts.

- 16,650 new likes to Facebook Page (+13%) during the initiative timeframe (from 23/09/2013 to 14/01/2014)

- 39% recall of Jack on Tour on core target (25-34 male), +10% vs 2012

- 10,000 people attending the concerts