SOMERVILLE, MA – October 13, 2009 – Fuseideas, a premier full-service advertising, interactive and public relations agency, announced the completion of an interactive media campaign for HBO Latin America’s second season of Filhos do Carnaval. Fuseideas collaborated with HBOLA’s marketing team to apply interactive strategies to the campaign, which included a flash website, electronic press kid DVD, email blasts, and several other marketing materials. The website launch and media kit created direct interaction between the sales affiliates and the show’s content.
Filhos do Carnaval follows the story of three brothers in the illegal gambling business of Brazil. Enriched with the sounds, colors, and themes of the country’s famous Carnaval, the show focuses on the three distinctive personalities of the Gebara brothers. Brown, Claudhino, and Nilo, are each identified with a symbol that represents his strongest trait: a devil, a dollar sign, and a heart respectively.
“Fuseideas’ approach was to use the brothers’ contrasting personalities to reach affiliates on a personal level,” explained CEO of Fuseideas, Dennis Franczak. “Once they received the initial e-blast directing them to the microsite, they were asked to choose which of the three personalities they related to the most. It added an experiential element to the common version of a media kit.”
After choosing a brother, the sales affiliate then received a package personalized around the character they chose. The package included a 3D slot machine box, a bronze medallion, family album, DVD, poster, and personalized letter, which was designed with the corresponding character’s symbol. The campaign also included an incentive to win additional marketing materials (e.g. mini slot machine and t-shirts from the series) by scratching off a promotional code from the poster and entering it on the microsite.
“Having worked with Fuseideas on other successful campaigns in the past— such as Capadocia, Epitafios, and Alice— we knew they would impress us with the deliverables for FDC,” said Frank Arcia, Director of Affiliate Marketing at HBO Latin America. “Once again they have exceeded our expectations by creating an interesting and exciting marketing campaign for Filhos do Carnaval.”
About Fuseideas
Fuseideas is an integrated advertising, public relations and interactive marketing agency based out of Somerville, MA. Fuseideas has worked with several brand-name companies including Disney, Massport, Comcast, ESPN, HBO, Reebok, and The Boston Bruins. More information and examples of Fuseideas work can be found online at http://www.fuseideas.com/.
Filhos do Carnaval follows the story of three brothers in the illegal gambling business of Brazil. Enriched with the sounds, colors, and themes of the country’s famous Carnaval, the show focuses on the three distinctive personalities of the Gebara brothers. Brown, Claudhino, and Nilo, are each identified with a symbol that represents his strongest trait: a devil, a dollar sign, and a heart respectively.
“Fuseideas’ approach was to use the brothers’ contrasting personalities to reach affiliates on a personal level,” explained CEO of Fuseideas, Dennis Franczak. “Once they received the initial e-blast directing them to the microsite, they were asked to choose which of the three personalities they related to the most. It added an experiential element to the common version of a media kit.”
After choosing a brother, the sales affiliate then received a package personalized around the character they chose. The package included a 3D slot machine box, a bronze medallion, family album, DVD, poster, and personalized letter, which was designed with the corresponding character’s symbol. The campaign also included an incentive to win additional marketing materials (e.g. mini slot machine and t-shirts from the series) by scratching off a promotional code from the poster and entering it on the microsite.
“Having worked with Fuseideas on other successful campaigns in the past— such as Capadocia, Epitafios, and Alice— we knew they would impress us with the deliverables for FDC,” said Frank Arcia, Director of Affiliate Marketing at HBO Latin America. “Once again they have exceeded our expectations by creating an interesting and exciting marketing campaign for Filhos do Carnaval.”
About Fuseideas
Fuseideas is an integrated advertising, public relations and interactive marketing agency based out of Somerville, MA. Fuseideas has worked with several brand-name companies including Disney, Massport, Comcast, ESPN, HBO, Reebok, and The Boston Bruins. More information and examples of Fuseideas work can be found online at http://www.fuseideas.com/.
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