In Denmark, there are several restrictions and regulations when it comes to Branded Entertainment on television, though some restricted versions of AFP (Advertising Funded Programming) is being adopted through TV Channels that operates under other country legislation (eg. broadcasting from UK).The internet has therefore become the most used playground for Branded Entertainment with fewer restrictions, but also a bigger need to think about content distribution in order to succeed.

100 documentarists were set out to record and document their amazing every day. The documentarists were partly selected creative personalities defining urban culture, and partly persons crowd sourced from the Nokia community.The audience were drawn to the content in 2 different phases. First, in social media sphere through documentarists sharing their individual videos and on a special Facebook application where videos could be mixed as mini-documentaries.Secondly, 3 award-winning Directors edited the 1,100 videos into 3 final documentaries that premiered at a special film screening, as a public viewing, and live on the Internet.

The documentarists recorded more than 1,100 videos and were viewed more than 230,000 times in the short duration of the project The 3 final documentaries by the 3 Directors were seen online over 100,000 times.In total, more than 1.2m people were exposed to the campaign adding the social media outreach and PR value making the The Amazing Everyday Documentary Project a strong platform for Nokia’s new comeback smartphone launch in the young urban demographic resulting in skyrocketing sales figures.