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The Internet has opened the door to a world without borders, where the free flow of ideas stimulates creativity and gives rise to some of the most innovative projects ever. Creatives around the world are seeking to deconstruct the conventional and create innovative digital marketing strategies. This is the case of Mil Casmurros , a new Brazilian social network created to promote a period miniseries on TV Globo .
The project dates back to 2009 and was carried out to mark the spain email list centenary of the death of the writer, Machado de Assis. The miniseries produced by the largest Brazilian television channel was based on the successful novel, “ Dom Casmurro ”, and intended to tell the classic of literature, adding contemporary references. So far, nothing new.
During the process of promoting the series, TV Globo set as a priority to increase the station's reputation and to bring the channel closer to young people . The challenge was twofold: to get the younger generations – increasingly connected to the world of the Internet – to watch television again and to get them interested in the world of literature. They then decided to reach out to the public and create a new Brazilian social network: Mil Casmurros .
Published in 1899, the story of “Dom Casmurro” then jumped from the pages of the novel to television and the Internet. By accessing the social network, users could follow the various chapters of the book. The initiative encouraged interactivity and allowed users to record themselves with their own webcam while reading a particular paragraph.
The project's publicity also benefited from the participation of several actors and well-known faces from Globo, who joined the project and recorded themselves. The book was divided into 1,000 parts, each of which represented a piece of an interactive narrative, read in several voices. In the end, the results were surprising.
The series was a television success (33 million viewers) and the spontaneous media exposure was equivalent to that which would have been achieved with only $6.67 million spent on advertising . Watch the video and find out more about what is undoubtedly one of the most successful social media success stories.
For new and exclusive content related to books and literature, visit the Mundo de Livros blog .
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