Carlos Jean designs a music base and uploads it in www.elplanB.tv; the users download the track and make their contributions.Carlos Jean downloads all contributions, selects the best ones and makes the final song.The project, initially 100% online gains such magnitude that jumps into Off mass media at 3 levels:Conventional Radio: the song is played nationally in 40 principals (nº 1 radio station that only plays the 40 best songs at worldwide level).TV: The program with highest audience in PT creates a special section in the program called The Plan B of BALLANTINE'S where Carlos Jean talks about the project’s latest news. The project turns into content for itself.Outdoor: The brand decides to support the action transferring its media investment to a national outdoor campaign.The action lasts a year. The second song is almost finished and the third track is already uploaded on the web.

Nº1 downloads in itunes.+1,000,000 views of the making-off of the song (youtube + web- www.elplanb.tv).An average of 750 contribution uploads per track.