The concept of this extremely low-budget campaign was to turn a music CD into 15 minutes of fame, through an on-line choreography competition using tracks from the CD. The prize for the winners was to participate in one of Brazil's biggest primetime programmes.

The TV spots advertised a site on the Internet (www.funktube.com.br), where the participants could send videos of their performances, watch others and vote for their favorite videos. Each participant was encouraged to use his or her personal network, blog or Orkut profile page to canvas for votes, and thus multiply the message.