Red Hot Chili Peppers were coming to Peru.So without sponsorship of the band and no budget, we wanted to use the power of social media in the best way possible.Idea: we though about placing ourselves in a prohibited place for the use of advertising and in view of everyone: the concert stage. That way, we would turn Anthony Kiedis in some sort of 'on stage billboard'.

To achieve that, first we created the right message.

How? We took advantage of the coincidence that our brand, our country (Peru) and the band are all owners of the colour red; and all of them have a hot personality. So all together they were simply 'Too RED & Too HOT'. Then, we went back to basics. We put our message on a t-shirt and did what any fan would have done: throw it on stage during the concert.PR Opportunity: With the Red Hot Chili Peppers coming to Peru for the first time, hundreds of brands would seek the band's power through social media: an event that would release free press everywhere. The secret was how to maximise brand presence during the concert (and we managed to keep up the free press even after the concert in Peru).

We went back to basics, we put our message on a t-shirt and did what any fan would have done: throw it on stage during the concert.

- We turned a 2 hour concert into a worlwide event for our brand, with exposure at more than 30 concerts worldwide.- 10m viewers watched MTV´s live transmission. Red Globo Brasil broadcast Rock in Rio, allowing almost 30m viewers to watch the Rock in Rio broadcasting live. - The YouTube Channel reached 1m hits during its transmission.- $430,000 in free publicity before the first 2 weeks of the campaign- 75% increase in brand preference - +120% brand consideration.

- More than 1,200,000 fans saw our t-shirt live in every concert around the world.

- Worldwide Trending Topic for a whole month.