Given the complexity of the project, McCann media team's contribution was decisive to the success of the unprecedented 'Nestle Millionaire Show' action.From a technical media point of view, all variables were analysed in depth: target coverage, exhibition frequency to the commercial messages, TV exposure time. McCann's media exploited the full potential of all available commercial formats: product placement, testimonials, station identification inserts, advertising. Media was also central in getting the full engagement of Brazil's two most popular and charismatic TV show hosts: Gugu Liberato and Silvio Santos.