The majority of the retail category brands in Colombia continue to run their promos in the traditional manner. Campaigns based on mass-participation platforms remain yet undervalued. There has, however, been some exceptions over the past year and a half. Some brands have approached Colombians with branded entertainment, without completely leaving traditional media, such as TV, radio and print behind.

'El Tino' Asprilla is a world-renowned soccer player from the 90s, but is even more famous for the unruly messes he gets himself into, and his built-in issues with authority. 'El Tino' wanted to find someone brave enough to lend Tino their house for a knock-down-drag-‘em-out party streamed live over the internet. We put the word out on YouTube and TV encouraging Colombians to log onto the Fan Page 'Lend Your House To El Tino', where participants had to say why they would loan their house. After reading thousands of submissions, a family’s house was 'awarded' the party, which left that home completely trashed. Only after the party was over and the house was completely destroyed was the announcement made that it was all done in the name of the launch of the Homecenter 'Sales Season - The Best Excuse for Remodelling Your Home'.

• 77,000 hits on YouTube• 17,505 people 'loaned' their house on the Fan Page• The campaign earned US$300,000 in Free Press• 25,678 unique users watched the Live Streaming on the day of the party• 'El Tino' became the spokesperson for Homecenter 'Home Season', achieving a 38% boost in sales for 'Home Season 2011'• Homecenter remodelled the home of the family who dared to loan it out to 'El Tino'.