In the EMEA region branded content campaigns that provide inspiration and learning while still being true to the brand and products it represents are few and far between.

The rules and regulations regarding the use of branded content in traditional mass media environments varies greatly across the region and therefore a digitally focused approach provided the optimal foundation for reaching all of the different markets across EMEA.

With the BBQ Cultures initiative Weber have launched an inspirational content platform where the combination of cinematic storytelling and more functional attributes provides an environment that will grow as more content and functionality is added in the coming months.

In order to ensure that every market had equal opportunity to access the content and tools a mobile version of the site was develop with performance and content specifically tailored for that medium.

Weber created a rich digital experience by combining traditional storytelling with the opportunity for the users to engage with multiple pieces of content in an innovative solution.

In this immersive digital experience, we invite our grillers on a journey through bbq cultures across the world; to discover, learn and be inspired by a vast array of content.

To access it all, we introduced a visual yet tactile approach to navigation and the interface. Based on a dragging activation motion, that was built in to the icons and the film content, keeping one simple motion at the heart of the experience.

The initiative is set to run for the remainder of 2015 but we are already seeing engagement levels and widespread organic reach that has provided valuable learnings.

- In average people spent more than 8 minutes on the content platform

- 32% of visitors returned to the platform.

- Bounce Rate below 10%

- Small edited pieces of the content has generated more than 3.500.000 organic views across Weber's social platforms.

The campaign is viewed as a massive success by the brand and have been adopted by regions outside of the EMEA region; North America, Canada and Mexico