Branded Entertainment in Germany is regulated by EU law as well as specific German law mostly regarding product placement type of integration. Laws and especially law enforcement differs between TV and Online, TV has strict rules that allow product integration at private stations, with the need to clearly label those integration “supported by product placement”. In TV the type of integration is limited to naturally, from an editorial POV needed type of products and the time products and brand names can be shown is clearly limited. If products or brands play a major role the broadcast has to be labeled as “Infomercial” for the entire length of the broadcast. Online integration within YouTube (like in this case) for example as well have to be labeled “supported by product placement” but regulations towards brands playing a significant role in the story-line are not clear by now.

15 top YouTube stars invading the Gamescom equipped with Nerf Blasters. We turned the whole fair into an analogue playground; proving the strength of real life fun with Nerf. The Gamescom action is recorded and instantly uploaded by the YouTube stars multiplying and boosting this message far over the borders of the fair itself. Moreover we kicked off a sustainable wave of content creation via the YouTube stars and they carried on the Nerf story at home encouraging their fans to use the hashtag #NerfNicht to get even more real life Nerf-Action Videos online.

The kids recorded their fun action moments to show off to their online friends. A campaign for Nerf’s real live action was born – who needs twitch?! The results exceeding all expectations: The hashtag #NerfNicht even entered the Top 5 German Twitter trending charts. 3,8 Million views (+500% versus benchmark) and 8,2 Million contacts within a 1,9 Million target group, over 190.000 comments and over 653.000 likes underlining the massive resonance in the market, Hasbro sold +40% more Nerf Blasters versus previous year, making Nerf the best performing Hasbro brand (not limited to boys!) in Germany.