Skol Beats inherently dictates trends where varied types of people interact for over 20 hours. Faithful to the event, this public consists of avid technology consumers who anxiously wait for the event’s line-up release. Upon analyzing these data, and taking into account the 2006 event theme – a party in full power - we have developed an interactive panel, which was placed on a high-traffic road within the city. In order to win a free ringtone, the participants would send a text message answering which stage they would be during the event as the panel showed the most voted stages in real time.

The interactive panel lived up to all expectations while promoting Skol Beats, yet narrowing the gap between the consumer and the event itself. Not only did it create great visibility, but it also generated great expectation because of its spontaneous media characteristic. Text message volume was tremendous, at 42,000 contacts, including messages from other states in Brazil.