Branded content production has vast potential in Italy, because it has increasing value in the national entertainment scene mainly occupied by just two TV networks, Rai (public) and Mediaset (private). A potential for the most part, yet, unexploited due either to the poor diffusion of broadband connection; that provides limited access to on line contents. Also, many companies' investment policies, are still focused on traditional media. Nevertheless, the growing of another TV network, Sky, and the slow but continuous spreading of broadband connection is boosting new entertainment content production.

The advertising plan was focused on social and digital channels, choosing video formats and banners with strong interactive features. The planning was structured as a sequence of flights. Each flight scheduled in connection with moments of active involvement of the target: the choice of buskers, the two Google Hangouts, the final concert, the download of the original musical piece.

Music Streets generated a series of integrated content that conveyed the brand values, its mission and drive towards innovation. The audience has been involved in a varied and articulated storytelling, in terms of time and contacts. In all: 13 videos, 2 Google Hangouts, 1 live concert broadcasted in streaming, 1 original musical piece available for download, more than 90.000 followers on the site, over 2,2 million views, thousands people attending the live concert. The main national radio stations and newspapers reported about Music Streets and many journalists, bloggers and music lovers followed it.