GloboNews is the largest news station in Brazil, with 24 hours of programming focused on news. The consumption of news in real time is currently undergoing a revolution, and GloboNews is at the forefront of these changes. In 2014, the channel launched GloboNews Play, the first multi-platform app that broadcasts news content live over the internet. But the question is, how to communicate to viewers that they can now get news on demand, wherever they are?

We set up a studio on the first floor of a commercial building in Rio de Janeiro, on a Monday. Mariana Godoy and Leilane Neubarth went on live and presented news stories to the public in one of the building’s elevators, using a digital out-of-home media screen. Although about 300 people were reached by the experience, our strategy was actually based around content - on the creation of a viral video that would cause a ripple effect based on the experiences of the people that were in the elevator. The idea’s originality generated unique content and people identified with the experiences they saw on the video, which was crucial for the success of this case.

With the GloboNews Play “Live News, Wherever You Are” stunt, GloboNews achieved a spontaneous media value ten times more over the value invested in the stunt, which was US$ 49.927,14. The impact on social media such as Twitter and Facebook reached more than 2 million people in an organic way. The GloboNews Play audience grew by 232%. Viewing of on-demand videos grew by 158%. The number of downloads of the app grew 73%, and visits to the website increased by 98%. Today, this case serves not only as a case study for other channels in the Globosat group, but it has also become a benchmark in the communications market.