It has been said many times: Brand have to become content providers and utilize their brand values and attributes in an entertaining environment.
Reburban, a Dutch agency, created 'The Millionaire' an entertaining project for the Dutch Lottery.
It allows to live your life as a super-rich in first person. The challenge for everyone is 'Can you handle the rich life?' Pick the right girl? Enhance her in the right way? (I didn't say it wasn't sexist...) Choose the right car.
I found it very entertaining and wonder if I should go back and make other choices.
When it comes to branded, online entertainment we're still at Mile 1 of a marathon. Let's make sure to judge all new efforts accordingly.
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