We decided to break our history in many different media, so that the public could consume different parts of the story in different channels.In an episode for TV, we introduced the story of Dudu and Marcelo, survivors of the apocalypse. They are wandering the ruins of the planet in 2013 when they find a mysterious device that can make connections to the past.

Accessing the website, audiences were able to heed the call from the future where Dudu and Marcelo begin telling people currently living 2011 what were the attractions of the Planeta Atlântida 2012.But the device was only able to provide a few seconds of transmission. To recharge it, the boys needed energy from the past, sent by the audience through several online and offline challenges.Every time the objective was reached, the apparatus was charged up again and a new broadcast would begin, unveiling the festival line-up.

Numbers show that the festival was a hot topic again:We had over 150,000 tweets bearing the festival hashtag and nearly 80,000 new Facebook fans, with 600,000 fan page views. Over 1.5 million visits to the festival website, besides episodes created by the audience itself.But more important than that, were the results in terms of revenue and attendance: 85% revenue increase and a record audience of more than 150,000 people, the largest Planeta Atlântida in history.