The Hot Pocket is a line of fast, ready-to-eat meals made by Sadia, one of Brazil's most traditional food brands. They're fun, cheap, and they're good after only a minute and a half in the microwave, so they appeal strongly to a younger, digital, hyper-active audience. Hot Pocket was establishing a new online presence, and Sadia wanted its launch event to update the public's perception of Hot Pocket as a product in tune with its target audience’s culture, their likes and dislikes. And that's a target audience whose attention is really, we mean really, tough to get. We set up the first MySpace page for a food product line in Brazil, and tied it to a series of concerts featuring a young female singer who rose to fame solely through her own profile on that social networking platform. Also, an active presence in blogs and online fan social networks helped to set up a national conversation about the events and establish a link between the product and the new Brazilian music scene.

We set up the first commercial MySpace profile for a food product line in Brazil. Dates and venues for each concert were kept secret until a few days before the event. Local fans of Mallu then had to add Hot Pocket along with the official MySpace Music Tour Brazil profile as their friends so they could watch the concerts for free. There would be only three concerts, in three different Brazilian cities, beginning in August and a month and a half apart. Each concert would only admit 600 fans, and only with a valid, printed MySpace profile, creating a strong "I want that" effect. No tickets were sold. People had to keep up with the news from the profile page. An active guerrilla presence of both the Hot Pocket brand and the agency's social media team in online communities and relevant blogs would spread the word on event dates and locations.

The concerts were seen by more than 1,500 people. The combined population in fan communities that were approached topped 340,000 people. The Hot Pocket's profile page gathered 2,750 hardcore Mallu fans who wouldn't let a snippet of information go unnoticed, forwarding it immediately to their IM contacts and community colleagues. Hot Pocket had 8,125 profile views, and a number of mentions about each gig on relevant blog posts nationwide.