The action was carried out during 15 days, in this short period the outcome exceeded expected results: •9,615 people visited the photo studios with an average stay-time of 7 minutes.•125,032 people visited the site, with an average stay-time of 3 minutes•Over 23,000 people changed their profile pictures.•7,600 new friends were gathered on Fibertel’s fanpage.•18,000 people watched the viral video on Youtube.•The action had such repercussions that it was picked up by the two most relevant newspapers in the country and reproduced in hundreds of media spontaneously.