We posted a video on YouTube in which Estrela's president challenged the biggest community of Ferrorama's fans on Orkut (bigger than Facebook in Brazil). In order to prove their commitment to the return of the Ferrorama toy train, the fans should make the train travel the last 12 miles of The Way of St. James (El Camino de Santiago, the most famous pilgrim's route in the world).

The group had only 120 Meters of track and was told the train was not allowed to stop. The public could follow the journey in real time via video, photos or tweets, and interact live with the team on its website. After 5 days, the fans reached their final destination, the St. James Cathedral. And the president honoured his pledge by re-launching the product.

The audience is not longer passive and we awakened its collaborative spirit in the action, making use of tools that allowed fans to participate in the journey that begun with the gathering of 120 metres of tracks for the train to travel St James Way.A site was created to function as headquarter for the action, broadcasting the journey and giving news via videos, photos, and posts.The content grew as the journey of faith was shared in the brand’s proprietary channels on Twitter, Orkut, and Facebook. And more and more support messages were sent from all over the country.A professional blogger was hired to read and stimulate the team throughout the action, giving hope to all involved in the Ferrorama’s Journey.And after five days they made it… And Estrela’s president honoured his promise…

After 5 days the fans reached their final destination, the St. James Cathedral. And the president honored his pledge, re-launching the product.1230 pre-reserved toys on the website.

Sold out 1 month after its release.Project featured 3 times on Twitter Brazil Trending Topics.More than 600 thousand views on the website, without paid media.Mentioned on TV shows, big magazines, newspapers and radio stations.