In order to generate buzz and draw attention to the campaign, we got 10 young guys camping at the entrance of Rock in Rio festival, 3 months before the gates opened. The campaign communicated that these 10 young people were there saving the first place in line for the lucky winners of Club Social’s promotion.

Straight from the camp, they produced videos and pictures showing their fun routine, and all the difficulties they were facing.

All the material was posted on Facebook and Twitter. The young campers even communicated with internet users in real time, all the time.

In 5 countries in Latin America, where the promotion happened, we got effective engagement of 200,000 people. Added sales had a 17.5% increase which represents a raise of 80 tonnes during the promotion period.