A month before the mini-series was aired, we launched a website with Machado de Assis’ masterpiece so that people could read it collectively. Visitors could choose amongst one thousand excerpts to then record the passages with their webcam onto the website. We invited 50 celebrities and opinion leaders to participate through customised invites.

Before launching the mini-series, the collective reading of the 1000 excerpts was completed. The website, therefore, turned the book into a social network.

The project caught the attention of the media and blogs. Teachers showed interested in applying the project in their classes as an innovative way of grabbing students’ attention and engaging them in the reading of classic novels.

Literature became a positive topic of discussion and One Thousand Casmurros was recognized as the best homage paid to Machado de Assis in the year of the centenary of his death.

33 million viewers watched the series’ first episode. Almost 106 million people were exposed to articles related to the mini-series. The free media exposure generated from the project was the equivalent of USD 6,7 million in advertising.TV Globo was recognized as having set a new quality standard on Brazilian television.