Branded Entertainment in Italy is a rather small, but constantly growing, reality in communication. In recent years, we've seen a few examples of fiction and non-fiction products (like web-series, short-documentaries or short movies), slowly setting a new, yet quite limited, trend. Event branding is an almost unexplored branch of communication: almost 99% of initiatives are limited to the classic brand-sponsorship, with little to no connection between the brand, or the product and the event itself.

We launched a web-ad campaign with a countdown to the event, with banners and a YouTube masthead on the day of the event.We supported the event with an online PR campaign that spread through blogs, websites and social networks.During the streaming of the concert, the users could share on Facebook the unlocked songs, boosting the ‘digital’ word of mouth as the event unfolded.

Thanks to the popularity of the band and the original interactive nature of the event, the concert got a wide coverage on websites and blogs on the internet. In the 3 hours of the concert, around 100,000 users visited the website and followed the event, sending their smiles and watching the concert grow, thanks to their engagement. With more than enough people to fill the biggest stadium in Italy, making it virtually one of the most followed concerts in Italy this year.