With the partnership renewed for 2024, Magalu, Podpah, YouTube and On The Nose resume Super Live Black das Blacks, a success last year with the first podcommerce in YouTube history. This year, on November 28th, the eve of Black Friday, Igão and Mítica will lead a five-hour live broadcast on the video platform, filled with special guests, creative dynamics and, of course, unmissable offers.
“We have been offering live offers since 2018 and, starting last year, we adopted a 100% digital format in partnership with Podpah and YouTube. The strategy of this edition is to maintain consistency with the audience in a dynamic of very cheap prices, mainly in the market categories, beauty, electronics, cell phones, but without leaving aside all the others also sold at Magalu”, says Bernardo Leão, director of the company’s marketing.
The opening moments and breaks will be led by the Podpah Podcast presenter duo, who will highlight the best promotions on the Magalu App. During the broadcast, different categories will be explored, such as sport, lifestyle and entertainment, using the Podpah studios as a stage for the different scenes. Each segment will have its own presenters and highlight moments, always connected to the best offers of the night.
The program will include everything from the traditional relaxed chat between Igão and Mítica with singer Ana Castela, to mood and challenge panels. Comedian Diogo Defante will share the scene with socialite Narcisa Tamborindeguy in a comical episode of Rango Brabo. Priscilla Evelyn will welcome Márcia Sensitiva, who will share love advice and predictions for the audience. At Quebrada FC, the cast will feature presenter Fred Bruno and the gold medalist at the Paris 2024 Olympic Games, judoka Beatriz Souza.
One of the big new features will be the Hour of Truth, presented by influencer Patrícia Ramos, with the participation of Brino and Nicole Bahls. Participants will face questions with a polygraph indicating whether they are telling the truth or not and, if they are lying, they will have to face extremely spicy food.
Created by On The Nose for last year’s Black das Blacks, the podcommerce format was developed with the aim of engaging the public in a more dynamic way, balancing sales and entertainment beyond traditional formats. The project resulted in a six-hour live broadcast, which reached 2.9 million views, 290 thousand hours watched and 2.5 million unique users. Furthermore, Magalu became the most searched retail brand on Google during Black Friday 2023.
“The reason podcommerce was so successful last year was the concern that On The Nose and all the brands involved had in balancing Black Friday offers while respecting the editorial authenticity of the content.” says Rafael Cappelli, founding partner of On The Nose. “With the guests we brought this year, I believe we will be able to maintain this very important balance, bringing genuine, quality content to the public, in addition to, of course, the unmissable offers that people are looking for during this period.”
“We here at Podpah have always insisted that commercial content can and should be made in the most organic way possible. And being recognized as the ideal place to promote innovative actions like Black das Blacks is really cool. The teams at On The Nose, Magalu, YouTube and Podpah are working together and we will certainly deliver more historic content”, says Rafael Romano, commercial director at Podpah.
