Which brands generated the most conversations on networks at the BBB 23 premiere

Report Daily Trends, from WMcCann, analyzed interactions on social networks on Monday night (16)

PagueMenos, Rexona, Stone, Amstel, Mercado Livre, McDonald’s and Quinto Andar were the sponsors of BBB 23 that entered the grid of commercials of the program’s debut this Monday (16). The first reality test was sponsored by Globoplay; in it, participants needed to press a button when a certain product appeared on the screen.

According to the report Daily Trends, by WMcCann, the integration between social and commercial led to the newcomer Stone and Amstel being the leader in conversations on social networks during the debut. Chevrolet and McDonald’s appear in the sequence (see the chart below).

This year’s edition of Big Brother Brasil broke the record for advertisers, with all three major quotas sold, in addition to participation quotas and extra actions. Ajinomoto, Braskem, Carrefour, Chevrolet, Chilli Beans, Claro, Coca-Cola, Doriana, among others, will also be on the reality show.

The BBB 23 was also marked by the withdrawal of Americanas from sponsoring the program. The brand was in the Big quota, whose list value is BRL 105 million. The reason was the BRL 20 billion surplus announced by the company last week.

“Americanas SA informs that it canceled its participation in the BBB23. At the moment, the company is focused on managing the business and on offering the best experience to its customers, partners and suppliers. Rede Globo continues to be a relevant partner in the marketing strategy. and communication from Americanas SA”, informed the retailer.

In place of Americanas, Mercado Livre entered. The contract, according to the brand, includes participation in tests and routine activities of the program, such as parties and specific actions.

Interactions between sponsors
During BBB 23, yesterday, Carrefour, one of the sponsors of the program, interacted on Twitter with other brands, such as Chevrolet, QuintoAndar and Claro. “The #BBB23 starts tonight, and as someone who warns a friend, come to our website to guarantee popcorn for the premiere”, wrote the adm.

Claro, in turn, replied: “Come watch the #BBB23 with me, ADM! Bring the (popcorn) and I guarantee the ppv”.

surfing the wave
But it wasn’t just sponsors who showed up, at least on social media. Non-sponsoring brands also surfed the BBB 23 wave on Monday night (16).

Pin, from Ponto, and Lu from Magalu were some of them.