Brazil’s Branded Entertainment landscape is still dominated by TV, but it’s been reinventing itself thanks to the integration of new media. The power of the Internet, catalyzed by the enormous reach of mobile platforms and devices, has been significantly changing the way Brazilians enjoy TV content. This scenario has generated new Branded Content opportunities, especially for creative actions that rely on the integration between two or more media vehicles to connect advertising storytelling with the everyday life of customers. In spite of this positive scenario, most projects still represent a great challenge for agencies, since many clients are too reluctant to try using new, emerging media. But it’s worth noting that even this reluctance from clients has been changing in the past few years.

When choosing the TV network for our series, we realized it was important for the network to have a close relationship with the opinion-leading audience we wanted to reach. Our media team was in charge of picking the right vehicle and landing a partnership. After deciding that Sony was the ideal network for us, we started thinking about the right format, time and how we should structure sponsorship plans, etc. We also presented Almap clients with the possibility of sponsoring our series, which further integrated our action into their annual plans.

The increasing importance of Pay TV and digital media in Brazil was the pillar of our success. Several people second-screened the show — that is, used social networks to make real-time comments about it. The series website attracted millions of visitors who wanted extra content about the series, which turned the website into a relevant platform.

After 13 episodes, the series reached the amazing number of three million impacted customers and generated more than US$2,000,000 in spontaneous media. It was featured in Brazil’s most important advertising and entertainment websites and blogs.