Part co-creative hub, part live music venue and content platform, Skol Beats Factory enabled fans, DJs and new talent to create, share and experience electronic music and content like never before. On the creative-hub side, the project provided tools, samples, free panels and video tutorials for enthusiasts to create and share their music through the Skol Beats platform. On the venue side the space hosted weekly panels, parties and performances by renowned, world-class DJs and also introduced new talent from emerging scenes in Brazil. Live creative panels, DIY tutorials, events and performances were all turned into dozens of video pieces, amplifying the brand message to millions, engaging a comunity of fans and artists and regaining the brands authority in electronic music and nightlife territory.

From the very beginning, Skol Beats was strongly associated with electronic music and nightlife. The product was launched with the first ever electronic music festival in Brazil, created and promoted by the brand. It launched and promoted events and artists, keeping the association between Skol and EDM strong. However, with new competitors and shift of investment by the master brand, the product was slowly fading and being put in the shade. 2014 was the year of the great comeback and Skol Beats needed to create an authentic legacy to the fans and artists to regain it's authority and market position.

Initially planned as a three month program, Skol Beats Factory was extended to six months following a public demand campaign on social networks created by DJs and supported by over 6000 of their followers. Throughout the timeline from April 2014 to October 2014, over 25,000 consumers visited the space and participated in the experience. They purchased and consumed over 38,000 bottles of Skol Beats inside the venue. 50 original video pieces created for the platform were viewed over 5.7 million times. Over 200 stories were published in the media praising Skol Beats as an active member of the electronic scene. The programs largest success was that it established a model for self-funded activation platforms as it recovered a large part of the budget invested from product sales and third party bookings.

The space was opened on April 2014 following a big party with international performances and kicking off a free weekly program. Venue schedule was updated like a regular club, keeping the space hot and the content fresh. Throughout the program, we formed partnerships with 210 local DJs, producers and promoters involving them in the content and live program. This allowed us to tap on their followers and build up our audience base. We also provided tools for this audience to create and share content from inside the venue, thus amplifying discussion and reach online. By measuring audience response online and offline, we were able to determine what worked best and do more of it, without deviating from the original overarching plan.