Portugal is still in a very experimental and early stage regarding Branded Entertainment. There a very few briefings given with this form of communication in mind. The most common thing to happen is an advertising agency finding the hidden potencial of the brief and delivering a more valuable execution for what will probably be a restricted budget.

Being a subscription channel, we had to direct the message through other mediums so has to obtain new acquisitions, and being this a product for a very selected audience we had to reach them at their day-to-day universe.

We surprised the surfing community with a stunt. We had the first live broadcast of a free-surf session with all of the technical resources used on a World Tour Event.

We had it streamed on Beachcam (portugal's most visited surfwebsite that is notorious for its live cameras filming the surfing conditions) for 3 hours straight.

For a non-core brand facing a highly difficult and closed community, the evidence speaks for its success.

In only 3 hours of broadcast, Beachcam was reaching a number of unique page views matched only by a full day of views on a classic surf day. 20% of these views were new to the site.

The video of the stunt had more than 33.000 targeted visualizations on facebook, including more than 3000 likes, comments and shares.

The "Unexcpect Broadcast"on social networks was having a better performance than the Portuguese brand with greater investment in surfing, reaching a wide audience of more than 250.000 people.