The use of branded content is still very new in Brazil. The country has a large communication network (Globo Network), the absolute audience leader, which uses its enormous power to exert strong control over advertising formats.The Globo Network introduced the standards adopted by all Brazilian broadcasters: commercial breaks with pre-established times (15”, 30”, 45”, etc.) and little interference in programme content.Any type of proposal that gets away from that standard is very difficult to implement

Instead of buying a standard media format, we convinced Rio de Janeiro’s most well-respected radio station to alter its schedule. During a time slot they usually dedicate to music, we broadcast again the original match narration. In its entirety. Play by play.In order to ensure the experience would be as realistic as possible, Olympikus only appeared at the beginning and end of the broadcast, without interrupting the narration.The broadcast was promoted on Twitter, Facebook, online media and through special radio spots featuring player statements. An hourly countdown was also done on Facebook.

A 300% larger audience, at over 90,000 listeners/minute, and a 900% larger for online radio. The action was so successful that it became a hot topic on the radio the next day.The broadcast dominated Twitter as well, with 5 trending topics over a 12 hour period, generating potential impact of 14,297,107, able to fill out Maracanã Stadium 174 times.On Rio de Janeiro’s streets, cheers, horns and fireworks sounded at every Flamengo goal.On Twitter, thousands of ‘thank you Olympikus’ messages by fans for the tribute.And all with a radio investment of less than $27,000.