Case 1 – The more Brodowski, the better
Brand: Coca-Cola Zero
The action of Coca-Cola Zero, 'The more the better' got its start last year with names of
people, cities and places, approaching also Rock in Rio through music styles.
During the action "The more travel the better," the user Matheus Maia, a resident of the
city of Brodowski requested a package with that name in honor of the city which is known
as the birthplace of the painter Portinari.
Matheus moved other residents to echo this request. Upon request, E.life staff sent the
insight to the agency that issued a post about Brodowski case.
Meanwhile, E.life team brought the matter to other areas of the company, which made it
possible for the production of two 600ml bottles with the names "Brodowski" and
"Portinari," especially for the user Matheus.
MaxPress and Mundo do Marketing
Case 2 – Love case
Customer complained about GVT brand for not being available to install its Internet service
at his new address , having to return in consequence to his old net provider. Unhappy, he
put an original post on GVT Facebook page, simulating a love letter. In return, GVT
answered back the consumer with an open love letter on Facebook
Globo.com, Exam and Analist de mídias sociais da depressão and Blog publicitários social
Case 3 – Star Wars
In a post of the brand, user Raylson França connected Darth Vader with phosphoric acid
which is present at the Coca-Cola Zero formula.
Coca-Cola relationship team answered with the same tone of voice of the user, including
the story of Star Wars, without stop following the contents in the main fan page.
Analista de Mídias Sociais da Depressão
Case 4 –Lady Gaga
Name of the case: Habib's Lady Gaga
The answer to an user makes a play on the lyrics of "burqa", Lady Gaga
Press Link: http://tecnologia.uol.com.br/noticias/redacao/2013/08/27/empresasapostam-em-perfis-brincalhoes-para-falarem-com-internautas.htm
Case 5 –Rhymes battle
During a recent case, social interactions where divided in two kinds: company´s critics and
jokes. The user Igor took advantage of the situation and used a piece of the lyric Vamo!’,
of BNegão & Seletores de Frequência, that were similar to the company´s situation at the
The interaction team got the rhythm and anwered back, adapting the official position of
the company through rhymes.
Blue Bus , Exame, AdNews, Proxxima e Administradores.
Case 6 –Oi Galera and Miley
Nome do Case: Oi Galera e Miley
Description and print of the case: The answer makes a play on the song "Wrecking Ball" by
Fanpage Mídia Publicitária