View Larger ImageBEP Rodie 
By DDB Brasil
Mondo Entertainment was bringing Black Eyed Peas to Brazil and we had to promote the
band's tour in the country in a differentiated and impacting way.
Bearing in mind that the public is not longer passive and that one of BEP's characteristics is
the creation of multi-platform content, we promoted an intense interaction, turning fans and
consumers into a powerful promotion channel, making them interact in a fun and constant.
The media department counted on the fact that Brazil is the most connected country in terms
of navigation time and the second in social networks, focusing the entire project in the digital
arena. This was our first challenge.
The next challenge was to promote a new creative language: 'What would you do if Black
Eyed Peas chose you to promote their Brazilian Tour? '
The project lasted 03 months and participants had to win 03 different phases:
1st: get the largest number of followers on Twitter and/or votes in the BEP'S Roadie site.
2nd phase: 05 semi-finalists should upload videos that proved they enjoyed the band and the
two with the largest number of votes would move to the finals.
The final phase was a hard task: cover on Twitter the band's concert in Porto Alegre. The
participant with the best coverage would win the right to become the Tour's 2.0 Roadie.
way, generating unique and unforgettable experiences for those involved in the process.
Focused on the goal to promote relationships and interaction, we connected fans and the
public in a journey of challenges for the chance of becoming a 2.0 Roadie of the band during
its 3 concerts in Brazil.
And so we used social networks to communicate with consumers in an organic manner, where
they are used to expressing and enjoying themselves digitally.
The first results appeared quickly. Renowned sponsors such as Banco Itau and Guarana
Antarctica were attracted by the project interacting with consumers in branded challenges that
were incorporated in the reality show.
And a one-time action became a new and profitable business model for Mondo Entertainment.
More results. Beyond clicks:
- a converging project that integrated social networks, radio, content and the concerts,
maximizing brand exposure and interaction with fans.
- 7,500 registered participants
- 307,000 visits to the site
- More than 9 million impacts in terms of PR, blogs, and sites.
- 4 million impacts on Twitter
8/2010
