Argentina is a very competitive market of branded contents. Big brands invests millions in sponsored films with celebrities, usually global stars.

According to the current Argentine Media Law that regulates and outlines content production for TV broadcasting, production has to be carried out 100% in argentine territory. This law only applies to television and radio, and excludes production for Internet content, for which there are no regulations.

We asked the swimmer to make a new attempt, but this time using Sony's W Walkman Submersible Series, just to prove that music shortens distances, transforming miles into songs.

Through Twitter, people proposed thousands of songs to help Martin in his challenge. We developed an application that administrated the playlist, monitoring the swimmer performance and climate context, to transmit through the headphones the songs according to the physical needs each moment required.

• More than 10,000 tweets proposing songs for the swimmer

• People followed online the river cross and thousands of views on YouTube after.

• USD 400,000 in spontaneuos media.

. SongSwimmer film was released in cinemas and exhibited before the blockbusters.

• Sony´s W Walkman Submersible Series stock out in the launching sale day.