An actress was hired to demolish a car with a hammer in a street of Vila Olímpia, a business district of São Paulo. The scene attracted lots of attention. Less than an hour later, a video was spontaneously posted by an eyewitness on Youtube with the title “The Crazy Woman of Vila Olímpia”. On the end of the day this video had grasped the attention of millions of people over the blogosphere, social media and appeared on national and international news portals. The next day the video was on open TV. 3 days later, Sony Channel took responsibility for the action.

The plot of the performance had a direct link with the content of the TV show: revenge. It impacted a huge amount of potential new viewers.

In less than one week, the Woman with the Hammer yielded impressive results in shares, views, millions in spontaneous media. At the end of February 2013 Sony Channel was celebrating a 65% audience increase.

- U$ 7 million in spontaneous media

- Over 2.500.000 views on Youtube (adding all posted videos)

- Over 5000 shares on Facebook

- 65% audience increase compared to the first season