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MICHEL LENT

SCHWARTZMAN

CEO, 10’MINUTOS
INTERACTIVE
SÃO PAULO, BRAZIL

OSLO, NORWAY - MARCH 13,
2007
About Brazil
Population
• Country’s population: 188.402.748
(as of March 13th 2007, 8:07 PM)
• Key states and capitals (2005)
– São Paulo state: 40.442.795
• São Paulo City: 11.016.703 (2006)
– Minas Gerais state: 19.237.450
• Belo Horizonte: 2.399.920 (2006)
– Rio de Janeiro state: 15.383.407
• Rio de Janeiro: 6.136.652 (2006)
rio de janeiro

Photo by Ricardo Peçanha
Photo by Martin Descalzit

são paulo
About 10’Interactive
Focus on people

TECHNOLOGY INTERFACE MARKETING

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

Sources: MSN Brazil / IDG Now! / Alexia.com
Orkut
• Number 1 social network in Brazil
• Number 1 site accessed by
Brazilians
• Over 30 million Brazilians online
from all social classes
• Very popular with lower classes

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.

QuickTimeª and a QuickTimeª and a
decompressor decompressor
are needed to see this picture. are needed to see this picture.
Final remarks
If you build, they will come
• In 2006, 161 billion gigabytes of
information was produced in the world
• Trying to come up with new content that
will compete against and beat what’s out
there is a very ungrateful task
• Whenever possible, build and let the user
participate
• They love to interact, they love to produce,
and chances to find valuable content are
very high
• Welcome to the longtail of advertising :)
Thank you!

10’Minutos Interactive
http://www.10interactive.com
São Paulo, Brazil michel@10minutos.com.br