The project will also have a squad of influencers to accompany the revelry in the street blocks of the main cities in Brazil where the party takes place.
Terra is preparing for this year’s Carnival a multiplatform hub on social networks, in addition to cabins and other relevant contact points for the revelry. The portal returns to Salvador with a live studio inside the Brahma Camarote between the 17th and 21st of February, which will broadcast shows on the Barra-Ondina circuit featuring Claudia Leitte, Leo Santana and Bell Marques, among others.
Completing the programming in Salvador, the transmissions of the concerts in So Paulo begin, direct from the Anhembi Sambdromo, where Terra will have a studio inside the Camarote Bar Brahma. On the 17th, 18th, 19th and 25th of February, performances by Zeca Pagodinho, Pericles, Seu Jorge and Ivete Sangalo, among other artists, are confirmed.
The coverage also covers the backstage of the parades of the samba schools in Rio de Janeiro and the capital of São Paulo, with exclusive recordings of 18 photographers. The Terra no Carnaval program will tour the street revelry in São Paulo, Rio de Janeiro, Olinda, Belo Horizonte and Salvador, with the support of influencers in loco. An unprecedented partnership with Kwai, an app for creating and sharing short videos, will also bring a more irreverent look at broadcasting and social networks, with the rescue of memes, challenges and virals, among other content.
Multiplatform production will be Terra’s flagship. The coverage has a content hub (terra.com.br/carnaval) where the public can find curiosities about the pre-party, warm ups, information about street blocks, as well as behind the scenes of celebrities and nutrition tips, among other content. . In Terra’s social profiles, the folio will also be able to find short and easy-to-consume video formats, in addition to clippings of the best moments of the live program.
An outdoor media campaign in all the squares where Terra will be present, in addition to developments for digital and social media, is also contemplated. In communication, the folio is the great protagonist, representing the peculiarities of each Carnival, be it the traditional frevo, moving on to catwalk parades and the popular street blocks. The Galeria agency signs the communication.
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In January Terra carried out a survey among its users with the aim of drawing up a profile of Carnival habits. In all, around 102,000 responded to the questions. Of this total, those who said they liked Carnival added up to 61,252.
By gender, 44% were men; and 56%, women. And 45% of those surveyed said they have the habit of playing in street blocks, while traveling during Carnival is the option of 19%. Cash was the most used form of payment in the period for 31%, followed by credit cards (30%) and debit cards (26%) and Pix (13%).
Read the full interview in this week’s issue.