Brazil has a really incipient culture towards branded entertainment campaigns, with the exception of a few digital games and some other punctual initiatives. The consumption of this kind of content in the country comes mostly from brands with a worldwide range.It’s really rare for a branded entertainment campaign to appear as a strategy utilising different types of media at the same time. Usually, these actions are isolated, sometimes held by advertising in different mediums, but hardly ever designed to work across multiple channels.

The audience had its first contact with the campaign’s content with a teaser episode shown on TV, where 2 of the main beaches from south of Brazil appeared destroyed, full of wreckage and remains. The audience automatically took the subject to social networks, even before the internet interventions were published.After that, the story was divided between TV, internet, radio, newspaper and real world, which forced the audience to switch information and consume the story from several channels.

Results:- Over 150,000 tweets bearing the festival hashtag.- Nearly 80,000 new Facebook fans.- 600,000 fan page views.- 1.5m+ to the festival website.- Episodes created by the audience itself.- 85% revenue increase.- And the most important: the largest Planeta Atlântida attendance in history, with a record audience of more than 150,000 people.