Our strategy was to use the competition as a simple fuel to the spreading of the brand message behind the content platform. We created a movement fuelled by a fair competition amongst all teams and its supporters: for each episode we published, the very supporters of each team took care of spreading the word, making sure their own team wouldn't fall behind the rival's one in terms of view count on YouTube.14 cities, 17 stadiums, 20 teams. 20 weeks on the road, 20 mini documentaries, one for each team.By the end of the championship, we created a 28 minute road-movie, broadcast on TV by ESPN Brasil. That was the 1st season of Brasileirão Petrobras. A Transmedia Platform built around what really drives the Brazilian soccer fans, each one on its own way, everyone in love with the sport.

Our platform received more than 2 million visits during the championship. The mini documentaries had more than 1 million views on Youtube. Each one had an average of 270 comments.The word was spread organically: word of mouth was the main audience driver: blogs, twitter, Facebook and the sports press - on and offline.Search results for Petrobras invaded Google given the buzz provided by the platform: it is now among Brazil's top recalled brands related to soccer on the web.