A video telling the entire project was launched first on Brahma's Facebook Page together with a website, so fans could follow the story closer. Day by day, grain by grain. 2014 numbered special kits were made available exclusively to this audience. Part of those were given to very special people: number 1 went to Felipao. 9 to Ronaldo, and 2014 to team captain Thiago Silva. The other kits sold out in less than a week, with no media effort. So we transformed our followers into brand advocates generating word-of-mouth even before the product launch.

A video telling the entire project was launched with a website and was the 7th most viewed commercial in Brazil on the first month. We created a launch only for our social media followers with 2014 numbered special kits and sold out in less than a week. Selecao Especial attracted the attention of the media before the beggining of World Cup generating more than 800k dollar in spontaneous media and 150k shares on social networks. Approximately 2 million bottles were selling when the product hit the stores, a huge success for AB-Inbev.