In partnership with Facebook and Instagram, Carnaval.vc developed an online plataform that’s able to connect millions of people with the carnaval experience. By simply registering in the platform, users could participate of the official carnaval parade, even miles away from Sambodromo (the stadium of samba for samba schools runway) in Rio de Janeiro.
To participate, they should post ‘selfies’ and videos on their own social networks with the hashtag #VaiGrandeRio (which means Go Grande Rio, being Grande Rio one of the most traditional samba schools). The best photos and videos were selected to appear on carnival floats during the runway.
The platform worked as a game, where users competed for badges and points. Users with the highest scores were rewarded with personalized video messages from their favorite celebrities. #VaiGrandeRio turned into a viral effect, where a post generated more posts. This effect were responsible for 146 million impressions in mobile phone’s timelines, tablets and computers in Brazil and worldwide, reaching 27 million people, 92 celebrities involved with the project and 102 million reais on spontaneous media.
“Its another way to participate in the parade”
