The realm of Branded Entertainment is still relatively unchartered territory in Singapore, although restrictions are only imposed on cigarettes or alcohol products. Current efforts include those that have been spearheaded by broadcasting companies and government bodies, along with some Branded Entertainment endeavors that may be considered as borderline-passive product placement. Ironically, Singapore consumers are exposed to and enjoy a wide variety of international digital Branded Entertainment, causing a dichotomy between expectations and reality. Many companies, however, are beginning to include Branded Entertainment into their promotional mixes and it looks like it is shaping up to be a strong force in the Singapore industry.

Situated in areas where youth frequent, such as Zouk, Singapore’s most iconic club, the Beat Box drew music-lovers who expressed their emotions in a set of beats.The emotions and beats of the people were mixed by djB, a popular local resident DJ at Zouk, to produce the first ever SingTel ZoukOut anthem. This anthem debuted at ZoukOut 2011, to much enthusiasm. More then 100,000 tribal items such as headgears, friendship bands, free spirits (drink coupons) and finger torches were given out, allowing partygoers to be identified and feel like they were part of the tribe.

280,000 emotions and beats from 280,000 youths culminated in the first ever SingTel ZoukOut anthem, taking 30,000 partygoers to the beat. 100,000 tribal premiums were given out to thank youths for their participation and celebrate the debut of the anthem. It is now available to 600,000 subscribers of AMPed, SingTel’s music service. More than US$1m in PR value was garnered despite no media spend.