MRV launched an unprecedented transmedia campaign in the soap opera Mania de Você, on TV Globo. For the first time, the public will be able to interact directly with the plot and decide which apartment the character Gael (played by Igor Cosso) will choose to live in. This choice will be made through a vote on the GShow portal and expanded to other platforms, bringing an integration experience between TV Globo, GShow and TikTok.
The campaign, called “Tem um apê MRV para você”, incorporates a new concept of interactive marketing, where the public participates and shapes narratives. On TikTok, influencers are integrated into the action, playing the role of “digital brokers” in missions that encourage viewers to share their opinions on the best choice for the character. This combination of media expands the campaign’s reach to a younger, more connected audience, reflecting the evolution of content consumption and digital interaction.
Apartment options include:
– A property in a tower with elevator and gourmet balcony, ideal for receiving visitors;
– An apartment with complete leisure and suite, perfect for those planning to get married or have children.
For Aléxia Duffles, marketing director at MRV&CO: “We are combining the power of TV with digital interactivity, creating an engaging experience for the public. This approach reinforces MRV’s positioning as a pioneer in connecting entertainment, technology and the dream of owning a home in a unique and participatory way”, he highlights.
The campaign features the special participation of singer and actor Mumuzinho as Marco, the broker who helps Gael with his decision. The expectation is that the action will reach 103 million people on TV Globo screens, with significant amplification in the digital environment, especially on GShow and TikTok.
“In addition to the innovation of transforming merchandising in the soap opera into an interactive and integrated format with Gshow and the mission on Tiktok, for us, it is an opportunity to extend an impact of minutes on TV and generate thousands of original posts and activate millions of conversations. And then, transform all this conversation into conversion”, concludes Cleber Paradela, vice president of content and innovation at DM9.
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