First, we spread a series of tickets in different places within São Paulo. Then, we launched an online platform where visitors could see the Google Maps of the entire city. The mechanic was simple: the more tweets #foxatplanetaterra, the closer the zoom on the map. The first one to get to the ticket, won it. This went on for four days straight.

News of our Facebook profile quickly spread through the web, receiving over 25,000 comments and more "Likes" than Planeta Terra’s own Facebook profile.