Branded Content is developing slowly, as the Clients do not see the clear conversion from the costs of implementation to the business effects.

It's more of the "extra stuff" than the regular tool for the marketers.

The idea of "Ultimate Sound Test" - the recording the first album in the history of musical industry entirely recorded by a smartphone - was implemented on the online channels relevant for the consumers: YouTube and Facebook, and Mobile devices. The album was available on One Drive (Microsoft cloud drive).

The campaign was set to combine the online channels: YouTube & Facebook were primarily used for teasing the campaign, then to invite consumers to interact with the high quality recordings available for free on the One Drive and YouTube.

The campaign reached more than 1.100.000 people.

Microsoft Lumia Channel had become the most visited YouTube technology channel during the campaign.