Rock fans guessed on Twitter how long it would take for the guitar to melt as they watched the event live, online. The big winner won a ticket, a greet-and-meet with the band and, of course the guitar.

This way, instead of just using a banner to promote the brand, we used Twitter and used the whole country to promote it for us. In less than six hours, Antarctica Sub Zero became the #1 Trending Topic Brazil and #2 Worldwide. We increased our followers by 770% and jumped from 300 to 100,000 views on the website, in only one day.