Little before the 2010 Brazilian Carnival, Positivo Computadores, the largest computer manufacturer in Brazil, entered into an exclusive sponsorship contract with Portela, one of the most winning samba schools in Rio de Janeiro, and proposed us a challenge: to take, effectively and innovatively, digital inclusion to the Sambadrome, striking as many people as possible within a setting where sponsors have several limitations to publicise their brands. To overcome such barriers and accomplish our goal, we developed the first interactive float in the history of Brazilian carnival. Through it, the public was able to experience the thrill of being on the parade ground and interactively taking part in it. To figure in the parade, internet users could upload their pictures at www.positivopranacao.com.br during the entire parade or participate in real time by sending SMS and MMS. Social networks such as Facebook and Twitter were also integrated to the action as participation channels. During Portela’s presentation, all interactive materials received were exhibited on big screens placed on one of the floats and broadcast live and online for the entire country.

Along with Portela, we created the first interactive float of the Brazilian carnival. Through it, the public was able to experience the thrill of being on the parade ground and interactively taking part in it. To figure in the parade, internet users could upload their pictures at www.positivopranacao.com.br during the entire parade or participate in real time by sending SMS and MMS. Social networks such as Facebook and Twitter were also integrated to the action as participation channels. During Portela’s presentation, all interactive materials received were exhibited on big screens placed on one of the floats and broadcast live and online for the entire country.

The over 100 thousand accesses to the website, the 7,300 pictures sent and exhibited on the float and the over 10 thousand SMS received – including one with a wedding proposal – made the action outstand for the over 100 thousand people present in the Sambadrome, during the live broadcast for millions of people by the largest Brazilian television network, on the main newspapers and magazines, besides reaching 2 million impacts on social networks and 14 million online banners.