The first stage began with a big promotion, a game on Skol’s fan page. Initially, the fan base was constituted with an aggressive plan, going from 160,000 in October to 2.6 million in January. From then on, the promotion on the Internet became integrated with the other medias: TV for building coverage, reaching 90% of the target audience in two weeks, through tactical airing in the main shows, as well as the Internet, with the goal of generating participations.Once the promotion was over, the goal was to turn the winners into celebrities. To achieve this, we used the biggest Carnival broadcasts on TV and web, airing customized content, merchandising and interviews, showing the trajectories of the winners, which were followed on the Internet and on the Pânico TV show. External media positioned locally the presence of the brand in the Carnival events of the five main cities.

“Operation Skol Folia” reached the all-time highest levels of participation in online game in Brazil, with more than 270,000 troops playing, an average time of 11 minutes of interaction with the brand, and a growth of 40% on Skol’s fan page. Totaling more than 56 milion impacts of campaign.Through the transmissions on YouTube and Terra, the volume of impacts surpassed the numbers of the biggest Brazil's TV channel, which was sponsored by a competitor. Moreover, unheard-of actions transformed the promotion winners into celebrities: live merchandising on the YouTube abd “Band Folia” transmissions, showing the trajectories and interviews with the winners.