Branded Entertainment is amateur in Brazil. The most popular kind of these insertions are inside soap operas and popular programs, working as a tie-in action. Usually they are expensive and don't focus on an specific target.

The strategy was simple: focus on internet. We launched the project on Amazoo's official channel on YouTube and spread it on Twitter and Facebook. Suddenly huge websites start to share this content, driving people to watch the video their way. It was spontaneous.

•More than a half million people watched the video online.•The largest Latin America TV network broadcasted a totally free 5-minute segment about the project, reaching an audience of 3.5m viewers.•TRIP magazine published a non-paid story of 8 pages in its February Edition, with a circulation of 50,000 copies, while the online version of the story had more than 1.1m readers.•In social networks, results also increased substantially, and the Amazoo fan page doubled its size in a few days.•Instead of 6m viewers, 6m engaged consumers spent 5 minutes with the branded content.