TIM Beta was born: an ever-changing social campaign that lets kids co-create their plan. We gave out a limited number of SIM cards by invitation only. Each invitee got 2 invites to give to their closest friends via social networks. An accompanying app measured kids’ popularity compared with other Beta members, and recommended whom to invite based on whom they interact with the most. In the spirit of beta, we designed a custom fingerprint font that was used across marketing executions. The top influencers were given cameras to capture their worlds, which served as online ads under the mantra 'I am Beta'.

After launch, in just a few hours, we received over 20,000 tweets, making TIM Beta the most trending topic in Brazil. In 3 months, TIM experienced a 55% increase in revenue, and a 15% increase in plan usage. Over 650,000 people visited the site and requested invitations. Demand for the invitations are so high that TIM Beta SIM cards are selling on auction sites for $70.