Islanded with Beats
Ambev
Issue 60 | January 2022
Agency
WMcCann Brazil
Creative Team
Chief Creative Officer: Hugo Rodrigues and Kevin Zung Creative direction: Alexandre Prado Creation: Brenda Band, Rafael Carvalho, Erica Igue, Diego Silva, Letícia Kohanoski, Viviane Araújo
Production Team
Production VP: Tato Bono RTV: Cayan Lobo, Gabriela Chinezi Production Agency: Endemol Shine Brasil Director: David Feldon Producers: Nani Freitas, Carla San Vicente, Fernando Contreras, Fernando Kassner, Feu Borges, Sergio Barino, Eduardo Prates Dias, Danilo Andrade, Mauricio Rodrigues Souza Lima, Leonard Araújo, Eduardo Rizzo, Victor Santorsa Director of Photography: Fabio Tanaka Ladislau Post-production: Carol do Val, Mayra Chini, Camila Tomo Audio Production: Mandril Audio Audio producers: Johnny Bolzan, Gabriel Garoni
Other Credits
Planning VP: Renata Bokel Planning: Hugo Santos Attendance: Danilo Ken, Michelle Latessa Social Media: Patricia Colombo, Tassiana Cabral Public Relations: Kerena Neves Client approval: Gabriela Gallo, Vinicius Viana, Cauê de Souza, Marina Daur, João Gabriel Nogueira
Date
May 2021
Background
Beats, a beverage brand of Ambev, made the first reality show in the history of Instagram in Brazil.
Idea
“Islanded with Beats”, a partnership with the agency WMcCann and Endemol Shine Brasil, was led by Brazilian pop star Anitta (52.2 million followers) and ten of her friends (influencers), who participated in competitions and challenges. The reality show was broadcast live on Beats' Instagram, using all formats to stimulate an unprecedented interaction between islanded influencers and Beats fans. The brand also used Twitter to increase interaction and YouTube to broadcast a two-hour show, also live.
Results
The result was surprising. In just 72 hours, the brand got 1.3 million new followers, soaring from 200 thousand to 1.5 million. The first episode alone reached 2 million views in 12 hours, organically. In total, there were 3 days of live coverage, showing everything that was happening on the island, divided into 5 episodes. Together, the episodes reached 10 million views, were 4x on Twitter's Trending Topics. For 15 days, the reality show's communication explored all of Instagram and much of Twitter, serving plural, festive and real-time content in Stories, feeds, live and IGTV - conquering 211 million organic impressions. To finish the action, the brand also had a promotion so that five people could enjoy the island after filming.
The filming of the show respected all the recommendations of the medical community to avoid the transmission of covid-19, following the rules of safety and hygiene of the WHO (World Health Organization), the Ministry of Health and the Government of the State of São Paulo.