In the Korean Branded Entertainment market, there are a lot of format contents to accomplish a commercial marketing communication objective. Thus, the consumer usually knows their commercial intention and it is not easy to catch the consumer’s attention and interests in Korea.

Also, with relation to commercial-oriented branded entertainment contents, there are stricter regulations and limits of TV stations and government not to mislead consumers. In case of violating regulations, contents makers and broadcasting companies are given a warning or legal sanction through Korea Communications Commission, etc.

Under the 2012 Glaceau communication objective of strengthening 'familiarity' to engage with consumers more closely, first we considered the target audience’s insight and we planned “label play” with a customized label of Glaceau. The key visuals of the label were developed to highlight each Glaceau flavor’s functionality. And then, to catch consumers' attention and interest toward Glaceau-generated contents, we made the mobile app as a label play platform according to Korean digital circumstances and the target audience’s media behavior etc. Most of all, we exploited TV programs to spread Glaceau label play massively, so many consumers contacted the Glaceau campaign effectively.

With relation to 2012 Glaceau customized label play, many consumers were interested in the Glaceau campaign and the result showed that 174,936 labels ware created by consumers at mobile, and brand experiential spots brought 243,248 brand exposure, 52,435 sampling and 2,653 label plays. 73,000 mentions were displayed on Glaceau at social network.

As a total result, 983,286 brand experience, 84,435 samplings were made by Glaceau label play and brand familiarity was increased like as "someone like me" 6% increase, "brand awareness" 18% increase, "trial" 22% increase (YTD Nov. 2011).