Big Brother Brazil is the Brazilian TV show with the highest ratings, attracting an audience of 150 million, more than the Super Bowl.

For 22 years Fiat was the main sponsor of the show, with the highest recall, and we were well-known for our iconic challenges, which even ended up in the Guinness Book of Records.

In 2023, GM paid 17 million dollars to take FIAT’s spot in the reality show.

But, of course, the audience would miss FIAT, and they made it clear in their comments.

Monitoring the social networks, we found that viewers were missing FIAT even before the show began. On the day GM made its debut on Big Brother, Fiat decided to join the party, surprising the viewers and stealing GM’s debut.

With a single tweet on the second screen, we destroyed the competitor's Million Dollar Marketing Plan. During GM's debut on the TV show broadcast live, we monitored Twitter hoping a fan would notice the absence of Fiat. As soon as @soncini_ commented, we replied informing him that he had won a car. The internet went wild.

Big Brother Brazil has an audience of millions on TV, more than the Super Bowl, but it is on Twitter that the show is dissected, commented on and analyzed and where it reverberates, engaging millions of people throughout Brazil, and transforming much of what happens in Big Brother into Trending Topics on Twitter.

Our strategy was therefore entirely designed to take place on Twitter, and we monitored the networks to see how many people were talking about FIAT's absence and when. We talked to the most ardent fans of the show, to improve our chances of having the idea make a major impact on Twitter, from where it would spill over into the other networks like TikTok and Instagram.

Just a few hours after answering our fan and giving a car, we moved overnight to trending topics in Brazil, ahead of our competitor: GM. All this through another digital platform, where our competitor didn’t even expect to be attacked.

We had the most replied tweet in Fiat’s history, a 28,000% increase in organic interactions in it's social media. More than 40,000,000 impressions in just a few hours.

With a single organic post, FIAT ranked fourth in Brazil’s Trending Topics. At the same time our competitor, GM, with a sponsorship of 17 million dollars, ranked twelfth.

One tweet had more than 2.5 million views, overshadowing competitor GM's debut on the show.Digital platforms were all talking about Fiat, including different brands which also joined in the fun in support of us, such as: Burger King, Jeep and many others.