In the United States, state and federal governments have very limited impact on the creation or delivery of branded content in the mobile/telecom industry. There are no known regulations that impacted the scope or execution of this project.

The Emoticon Project was launched as a documentary series on TED.com during the 2012 TED conference, as post-roll video for TED talks. Viewers were directed to watch the entire series, and see the final artwork and artist profiles at noteworthyproject.com, Facebook and YouTube. The Noteworthy Project site allowed users to seamlessly share, ‘like’, tweet, and pin all of the Emoticon content.

•Online click through rates shot up 65% over the average.•Positive buzz was generated in social outlets. Creative communities were engaged.

•Sales expectations were exceeded, topping 5m and increasing pressure on competitors HTC, Nokia and Research in Motion.