We created a promotion at 58 movie theatres in Sao Paulo, Brazil, on the weekend before Valentine’s Day. Before the main feature an interactive film was shown. In the film, a young man and a young woman sat side-by-side in a movie theatre with romantic tension between them. The audience was invited to clap and cheer, to help give them the courage to kiss each other. The louder the clapping, the more they would come close together. Microphones captured clapping, and a Flash application controlled the outcome. After the session, promoters distributed samplings and flyers inviting people to the online store.

Unique visitors on Nivea’s online store increased by 58%, page views increased by 73% and sales increased by 35% on the week following the promotion. Thanks to its innovative format, the promotion generated lots of spontaneous positive coverage in the press, including network television. The campaign message was materialised for the audience touched directly by the action and indirectly by the press. The promotion became a global best practice at Nivea.