On Twitter we created a fictitious nervous breakdown of Daniel from TV show “Pânico”. On the Pânico radio show, his colleagues complained about his grievances and the topic even became a story on the TV show. Skol offered him a vacation. On a blog, for 3 weeks, we posted videos, photos, texts and exclusive materials. A mascot for the group, “Skooler”, was the personified Skol cooler. One day Daniel loses it. Therefore we created “The Saga of the Lost Skooler”, an enigma game in which the public needed to help Daniel to find the Skooler through clues left on GoogleMaps.

All kinds of clues were produced: films, websites, newspaper, illustrations, apps, social networks and telephone calls. On Facebook and on the MSN tab, the “Oracle” would give tips of the whereabouts of the Skooler. One million participants reached the end of the game. During the game, more than 24 hours of audiovisual content and half a million photos were sent in by the participants. One and a half million people spent an average 10 minutes per day on the website. A record for the brand.