Broadcast TV is the most consolidated communication medium in Brazil. Almost 90% of Brazilian homes have, at least, one TV set. Therefore, broadcast TV is probably the most effective way to reach citizens and consumers. Broadcast TV is a highly concentrated sector in Brazil and is dominated by one network, Rede Globo. Independent TV producers work basically to paid TV channels, mainly because of the quotas imposed by the Law. Internet TV is a very recent phenomenon, and there is little production devoted exclusively to the internet. Video on demand is becoming more popular as paid TV increases its market share.

Through a website and a Facebook App, friends and parents were able to create a customized video message recorded by Santa. We compiled an extensive list of the most common Brazilian names. People could choose friends from their Facebook lists, and photos from their profiles were used when Santa mentioned events that happened in the lives of those who received the message. Santa revealed the identity of the telltale who had given him all the information, using another Facebook photo. He even promised to pay a Christmas visit to the exact address of the person who had received the video.

A very modern Santa Claus with a little help from some close friends and parents managed to thrill millions of people and families. On Facebook, the idea went viral, making it a hit on everyone's newsfeed. Parents started filming their children's emotional reaction and sharing it on social networks. During the campaign, Iguatemi fanpages acquired 45,387 new fans, without any media for this purpose. Messages were spread over the country, with more than US$500.000 in free media. The App provided the Iguatemi brand with a unique level of exposure, creating a new form of communicating with customers at Christmas time.