Crossroads branded content hits the mark with the growing trend of "Advertainment".

The 2009 MIPTV Conference on International Entertainment Content draws the biggest names in global TV and film entertainment, digital media and advertising to Cannes, France every year to discuss and present the year's top media trends.

The Curious Pictures produced Castle Lite Crossroads Campaign was selected as one of six campaigns done by Ogilvy International to screen at the 2009 conference. In addition to the screening, Castle Lite Crossroads was noted in a recent article on MIPTV by the the French Press Agency (AFP) in connection with the growing genre of "Advertainment".

MIPTV Keynote speakers, Sir Martin Sorrell, chief executive of communications group WPP commented in his address, "There is a big opportunity for media owners, content producers, people who control talent and agencies like ourselves to work together to try to develop content that is attractive for the new platforms." And Christophe Lambert, co-founder with well-known film director Luc Besson of France's first so-called "advertainment" production company, Blue Advertainment said, Advertisers "must stop interrupting what people enjoy and start becoming what they enjoy,"

The AFP article referenced the Castle Lite Crossroads Campaign aired on SABC1 which includes three seasons of three minute drama's about policeman, Dex Dube. Each Crossroads episode ends with a cliff-hanger where by viewers are asked to "Make the right choice" by text messaging their vote for which option Dex Dube will choose in the next episode. "Make the right choice" being the brand phrase of the client, Castle Lite.

Click Here to view the full AFP article