Mondo Entretenimento & Black Eyed Peas Promo, Case study BEP RODIE by DDB Sao Paulo


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Industry Shows, Events & Festivals, Travel Agencies, Tour Operators & Travel Services
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Chief Creative Officer Sergio Valente
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Date of First Appearance: Aug 20 2010
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Media Vice President: Monica de Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Director: Fabricio Andrade (DDB Brasil)
Chief Creative Officer: Sergio Valente (DDB Brasil)
Strategic and Creative Development: Bruno Tozzini/Philippe Bertrand/Cassiano Saldanha/Antero Neto/Fabio Seixas (DDB Brasil)
Strategic and Media Development: Gustavo Alves "Denis"/Pedro Rais/Marcelo Bruzzesi/Fabio Saad/Joca Guanaes (DDB Brasil)
Media placement: DIGITAL MEDIA - Social Networks - 28/08/2010

Insights, Strategy & the Idea
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 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.

Creative Execution
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.

Results and Effectiveness
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