Simple party wristbands were transformed into watches from the new Colorcode collection from Swatch.Organisers of the greatest parties and nightclub owners, in partnership with Swatch, changed the wristbands they used to control their guests by Swatch Wristbands.The events began to spread around the country and, during one of the world’s most popular events – Rio de Janeiro’s carnival – the same partnership was established in order to give access to the main guest area in the event.

As a result, thousands of people, including celebrities, opinion leaders and VIPs, became spokespeople for the brand.

In less than a month, the wristbands were on the wrists of thousands of people, opinion leaders, blogs, Orkut pages, Facebook and magazines specialised in covering events.

During carnival in Rio de Janeiro, thousands of VIPs and many celebrities became spokespeople for the brand.

An investment of US$4,000 generated over US$1,224,000 in spontaneous media in leading magazines, Internet portals and even in the country’s most important TV network.The new Swatch Colorcodes collection became the third most looked-for item at Swatch shops in Brazil.

The results were so positive that the new media became a worldwide communication platform for Swatch and is being replicated in events such as the World Beach Volleyball Circuit.