Latin America:In Latin America, Branded Entertainment is fertile ground that has just started to be explored by few brands. 2 forces are contributing to its late development: a recent TV media fragmentation in the last 5 years; and fast growing online penetration and participation among Latin American youth. These 2 forces are opening spaces for brands to develop Branded Entertainment and re-shaping what new generations expect from brands that try to connect with them. In terms of restrictions and regulations, the branded entertainment spaces remain open with no specific restrictions other than those applied to a broadcast audience: parental control, etc.

  US Hispanics:In the context of an environment where brand development has been much more explored, the challenge is to create branded content that is appealing to a new bi-cultural generation for whom mainstream advertising is not doing the job. Branded Entertainment becomes a great place where brands leverage relevant cultural content and break the barriers of stereotypes.

El Spooky show began airing in the US on Tr3s: MTV, Música y Más, MTV's bilingual/bi-cultural entertainment destination for Latinos in the US on www.tr3s.com.It also aired on Comedy Central Latin America's brand new site www.comedycentral.la in conjunction with the launch of the website.

The shows connected with Hispanics in a fun and authentic way across digital platforms including MTV and Comedy Central's site as well as social media channels.

The results were phenomenal. The weekly episodes were among the most highly visited and commented upon for both MTV and Comedy Central. So much so, that the second season of Spooky is in the works.

Spooky became branded entertainment content, and La Comunidad and MTV became vested partners in all uses of Spooky from theatrical extensions to consumer products and Spooky merchandising.