In Brazil, only a few agencies are specialized in branded entertainment, and those who are tend to use the Internet as the main distribution channel.

“Encuentros en Brasil” was the first Brazilian TV show created for a brand, without any media buying.

HBO, that does not transmit ads, got interested on the content, even knowing that its production was paid by Embratur. After all, this decision can be considered a paradigm shift for the company.

It is important to highlight that the distribution of the show did not involve only the Brazilian market; HBO broadcasted “Encuentros en Brasil” in 53 countries and territories.

Before the première, HBO transmitted teasers of the show. On its website, there was also information about the program. With the posts of the artists, more than 40 million people knew that “Encuentros en Brasil” would be transmitted.

Journalistic publications released, spontaneously, articles about the première, as well as date and time of each episode. During the launch of the show, an action was coordinated in seven countries; the artists and the host of the program chatted on Twitter, inviting their followers to watch the show. The project also had positive reviews in different countries, either online or offline.

Instead of interrupting the entertainment of the audience, the project transformed destination Brazil in relevant content, presenting music and tourism all together – in order to explore the Brazilian people, landscapes, gastronomy, history, culture, infrastructure and shopping, among other attractions.

On TV, the show totaled 156 hours on air, which corresponds to 18.000 ads of 30”, generating 87 million dollars in free media.

On social networks, “Encuentros en Brasil” released 12 travel diaries and a game. The project gathered, organically, 41 million impressions on Twitter e 415.000 likes on Facebook/Instagram. Only with the Twitter action during the launch of the program, 6,6 million people were impacted.

Because of the TV show, six music videos and six new songs were created. The original soundtrack was transformed in an album available in more than 100 download and streaming channels. The project totaled more than 300 articles in 21 countries.

Although there was no media buying and a small budget for the production, the results were well ahead of expectations, once the original content was broadcasted straightly to the target, by a network recognized for its high standards. As a consequence of the success of the show, a new season is being negotiated.