McDonald’s in March launched a new campaign aimed to bring the world together by giving 24 gifts in 24 cities in 24 hours. This unique experiential marketing campaign got over 40,000 #imlovinit mentions, which was 850 times more than the daily average. The campaign was also seen trending globally on Facebook and Twitter. More notably it was the first time McDonald’s hit the top ten worldwide conversation volume on Twitter.
As seen in the above video, beachgoers in Rio de Janeiro got a unique surprise in the form of a slot machine. The slot machine contained a button that when pressed, gave the person a chance to win a McDonald’s treat. Then to win, the person had to perform a special task such as taking a selfie or performing a little dance. The winner got a redeemable ice coupon that needed to be rushed to the nearest McDonald’s store before it melted.
In 2009 Coca-Cola Light was taken out of the Brazilian market. But even after its five year absence, 99% of the Brazilians still had the brand in their minds. So for their 2014 relaunch they identified 150 influencers that were also real Coca-Cola Light lovers. Then a special handmade suitcase was delivered to each one of them. The suitcase contained a personal letter with the relaunch news and a ritual to send the Coca-Cola Light cans to special friends with their names handwritten on it. The results…
Consumption of alcoholic drinks skyrockets during the Carnival in Rio de Janeiro. During this period there is also an increase in traffic accidents. 50% of these accidents are caused by drunk drivers.
Antarctica Beer being the official sponsor of the carnival decided to make the event safe by ensuring everyone used public transport to get home safely. So with AlmapBBDO they created a beer turnstile that was installed at a subway station where all the carnival groups gathered. On successfully scanning an empty Antarctica beer can at the turnstile, people were allowed to travel for free.
As a result the turnstile was used by 1000 people per hour, thats 86% higher than the conventional turnstiles on the same day. The number of drunk drivers caught on that day also dropped by 43%.
Street children begging for food and money near busy traffic stops are a common sight in metropolitan cities like Rio de Janeiro. Accustomed and tired of this routine, drivers have the habit of shutting their car windows to ignore these children and avoid any contact with them.
So to raise awareness and obtain more donations, “Obra do Berço”, a day care for underprivileged children in Brazil, found a way to make the children’s voices heard through the windows.
Bluetooth antennas were hidden near the traffic signals where a large concentration of these children tend to gather. When drivers stopped there, the antennas would send out an SOS SMS…
For teens, happiness is being connected. Using this insight Coca-Cola in Brazil created a beachfront store on the Copacabana beach in Rio de Janeiro where a never seen before soda machine was installed.
Using an exclusive Coca-Cola mobile browser, young emerging middle-class consumers who love their mobile phones but cannot afford a generous data plan could simply goto the soda machine and receive credits for free internet on their mobile. 😎
This soda machine joins the growing number of “Happiness Machines” Coca-Cola has deployed around the world since 2009.
Conselho Nacional Do Sesi, the national council of social services in Brazil, ran the world’s biggest hug campaign in October 2010 using the ‘Christ the Redeemer’ statue in Rio de Janeiro.
For over two nights the statue’s spotlights were turned off, allowing projections and 3D imagery to create the illusion that Christ was closing his arms around the city. The symbolic 3D hug was linked to the Carinho de Verdade (True Affection) campaign site. This event helped raise public awareness on the impact of sexual abuse on children / teenagers, and encouraged the development of healthy relationships of trust.
Visualfarm Brazil created this projection using Coolux Germany’s proprietary technology called ‘Pandoras Box’. Here is the recorded footage of the actual projection…
Coca-Cola, whose Happiness Machine video was a runaway hit for the brand last year with 3 million views, is back with a sequel that offers more of an international flavor.
“Happiness Truck” takes place in Rio de Janeiro and is a twist on the original idea, which showed a Coke machine that spit out free Cokes, flowers, balloon animals, pizza and submarine sandwich at a college cafeteria. This time around, a special truck dispenses free Cokes as well as a beach toy, a surfboard, sunglasses, beach chairs, t-shirts and soccer balls.