The audience is not longer passive and we awakened its collaborative spirit in the action, making use of tools that allowed fans to participate in the journey that begun with the gathering of 120 metres of tracks for the train to travel St James Way.A site was created to function as headquarter for the action, broadcasting the journey and giving news via videos, photos, and posts.The content grew as the journey of faith was shared in the brand’s proprietary channels on Twitter, Orkut, and Facebook. And more and more support messages were sent from all over the country.A professional blogger was hired to read and stimulate the team throughout the action, giving hope to all involved in the FERRORAMA’s Journey.And after five days they made it… And ESTRELA’s president honoured his promise…

The best part of the planning was its capacity to use the tools in favour of the communication’s objective, contributing to the reverberation and promotion of the project.There were more than 600 thousand views in the site. The action became news in more than 90 blogs around the world. The action made 03 times Top Trend Topics in Brazil. It was discussed in business publications and radio and TV programs, reaching more than 5 million people.But the best were the 1,230 pre-reservations to buy the toy in the brand’s site. It sold out in only one month.