Professional Documents
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SCHWARTZMAN
CEO, 10’MINUTOS
INTERACTIVE
SÃO PAULO, BRAZIL
são paulo
About 10’Interactive
Focus on people
PEOPLE
Outsourced
Main clients
Internet in Brazil
Population online
A country within a country
• Although less than 20% of Brazil’s
population is online, over 95% of the
higher social classes (AB) is connected
• This makes the online population of Brazil
very different from the national averages
• Basically considered as a country within a
country
• Nevertheless lower classes (CD), which
account for the majority of the population,
are beginning to get online
Online time (home users)
• Longest average online time in the
world: 20+ hours per month
Source: IBOPE//NetRatings
What’s hot in Brazil
MSN Messenger
• 20.7 million users
(August 2006) in
Brazil
• Largest base of MSN
Messenger users in
the world
Source: Alexia.com
YouTube
• In the end of 2006, the “Cicarelli effect”
boomed Brazil’s interested in the site,
after the spicy video of the famous model
was made available
• Brazilian monthly visits skyrocketed from
100k in 2005 to almost 20 million in 2007,
making Brazil #2 in visits to YouTube
QuickTimeª and a
decompressor
are needed to see this picture.
Consumer Generated Content
• User participation is at most
• Different levels of interaction
• From simple fun registration to
complex content production (not
considering ‘proams’)
• Number of participants directly
inverse of complexity of interaction
• Participation proportional to media
exposure
Complexity X participation
social
interaction
# of participants
fun
registration
photo
submission video
production
complexity of interactivity
Cases
I’M GOING TO U2’s
• INTERACTION
LEVEL: Avatar
Registration
• OBJETICVE:
Reinforce BenQ’s
sponsor to U2 concert
• STRATEGY:
Promotion and online
media
• RESULTS:
8k registered users in
less than 72 hours
BORAT THE MOVIE
• INTERACTION
LEVEL: Social Network
• OBJETICVE:
Promote and sustain
Fox’s movie in theaters
• STRATEGY:
Online media, social
network activities
• RESULTS:
Before: 50 ‘friends’ |
After: 1200+ in 10
days
MY FRIEND JAMES
• INTERACTION
LEVEL: Mashup tools
• OBJECTIVE:
Promote British artist
James Blunt’s new
single HIGH
• STRATEGY:
Promotion on social
networks; mashup
tools for content
generation
• RESULTS:
1500 users in 30 days
LOOK ALIKE CONTEST
• INTERACTION
LEVEL: Photo
submission
• OBJECTIVE:
Promote Garfield 2 in
theaters
• STRATEGY:
Garfield Look Alike
contest with user
photos submission
• RESULTS:
Over 400 cats :)
SL75 UNIQUE
MOMENTS
• INTERACTION
LEVEL: User-made
photo book
• OBJECTIVE: Reinforce
the concept of
‘uniqueness’ of the SL75
• STRATEGY: 1 thousand
gift books created by
users; online media
• RESULTS:
All books gone in 11
days; 2850 users waiting
SAY ‘BENQ’
• INTERACTION
LEVEL: Consumer
generated videos
• OBJECTIVE: Promote
to the Brazilian market
the right way of saying
‘BENQ’
• STRATEGY: Contest,
online media, YouTube
QuickTimeª and a
decompressor based videos, viral
are needed to see this picture.
• RESULTS: 49 mi
impacts, 250k site
visitors, 100 videos, 3 mi
potential reach
QuickTimeª and a QuickTimeª and a
decompressor decompressor
are needed to see this picture. are needed to see this picture.
10’Minutos Interactive
http://www.10interactive.com
São Paulo, Brazil michel@10minutos.com.br