Brand entertainment in Brazil is not so well developed. There are not a whole lot of regulations, but there is not so much of a culture of doing it either. Brands are still very attached to traditional advertising formats like TV and Print ads. So, it is rare for them to have the guts to put their money into something like brand entertainment.

The simulator was placed in one of São Paulo’s biggest shopping malls. So, we already had natural traffic without having to do much. But, we still did: posters and fliers were placed and distributed on the mall surroundings. Also digital invitations were sent to the firms around the mall (it’s a area full of them) and encouraged people to come try our experience. On top of that we had a PR effort that placed our idea on some websites of city guides and cool hunting.

The outcome was really positive. Everyday we had huge lines for the simulator, operating always atfull capacity. More than 90% of the participants wanted to share their photos on social media which generated thousands of visualizations likes and shares. IN every photo shared there was a link to Shell Helix brand channel on Youtube, so we increased their page views by 50% during the week of the experiment.

The idea was so well accepted that 10 of Shell distributors have already showed interest in taking the Shell Helix Challenge to their cities to engage customers.