The promotion was made in Ipanema, the most famous Brazilian beach. Next step is preparing the big surprise as a “grandfinale” for the last concert in Brazil which will happen in Porto Alegre, this weekendDue to an innovative Marketing action Lojas Renner- a Brazilian corporation in fashion retail – was in charge of the world’s biggest fan letter ever written. The initiative – related to its sponsorship to Madonna’s concert -took place last Sunday morning, before her performance in Rio de Janeiro, and showed all the devotion of the singer’s loving fans.
The one kilometre message, which came from a Facebook and Twitter promotion, was printed and put in line on the street (which is closed for traffic on Sundays) ground, along the world famous Ipanema beach waterfront. The letter way has started in front of Fasano Hotel, where Madonna stayed.
The pop diva- who was doing her best to hide from photographers before the concert – appeared quickly from upstairs to check the giant message out and, after, said: “That was the greatest action ever made by my fans”. Later on, she invited Renner’s Marketing manager, Luciane Franciscone, to her room, and they could talk about the action.
In order to let new comments on the printed flag, beach-goers around also received pens. Originally, fans wrote on the hashtag #cartamadonna (that means “letter to Madonna” in Portuguese).An aeroplane was flying around all the time with another flag with the hashtag’s name printed and another message: “haveyoueverseenabiggerfanletter?”.
Madonna’s manager, Guy Oseary, came down to see the huge letter and, received a red box with the sentence “Madonna, you’ve got a new message. Check it out!”. An iPad, to make possible accessing the social media, was inside of it. “I didn’t just like the action, I love it. It is amazing,” he said.
Today and tomorrow, Madonna will play in Sao Paulo. She is going to finish her Brazilian tour in Porto Alegre, next Sunday (9th). To run its promotional actions, Renner counts with the actuation of the agencies 3YZ and No Promocional.
SOURCE Lojas Renner
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