About to end another marketing phenomenon season, the biggest reality show in the country has a lot to teach when it comes to marketing, since every year it premieres with sold-out quotas and with a total revenue of more than one billion reais. How does BBB manage to be such a marketing phenomenon and, even on open TV and with an increasingly smaller audience, manage to be a successful cross-product (and a great opportunity for brands)?
Since its debut in 2002, the program, by Boninho, has opportunities for several brands to be seen on the show, with a variety of sponsorship marketing phenomenon options. However, with the advent of the internet, things have even more, and opportunities have become even more interesting with marketing phenomenon virtual broadcasts – official or otherwise – making the brand’s presence also online.
If where there’s a will there’s a way: do you have to go all the way?
With the attraction being shown for 100 days, Globo’s commercial plan reveals that sponsorship quotas have in price and, therefore, the commercial success of the season tends to be greater. The most valuable quota is the Big Quota, with a list price of 114.07 million reais. The sponsor will have the right to display its brand on open TV, pay TV, digital channels, special actions and announcements. But it doesn’t stop there.
The second most expensive is the Camarote quota. In this category, sponsors can display their brand in competitions or other dynamics of the house. This is also an important quota, since it can appear several times throughout the program. A leader’s competition, for example, is at least twice a week – not counting flashbacks within the program’s storytelling.
Sponsorships and more sponsorships: you’ll have to swallow it with flour!
And not only that. TikTok clips, Instagram Reels, X threads, screenshots of memes on social … All of these are organic promotions of the brand, which is on all social , all day long, for months (and sometimes years) without any extra effort. It is the most topic of the period, first place on Brazilian TTs, and is all day long on gossip programs on competing channels such as A Tarde É Sua and Fofocalizando.
Then comes the Brother cambodia whatsapp number data Quota, which guarantees the brand’s participation in 1 back-and-forth event, 1 angel event and 1 party. In addition to participating in the three events, for a mere R$20 million, the inclusion, as in the previous quota, also appears in reruns throughout the three months of broadcast and possible re-airings of cuts with the brand in the background. The organic visibility is enormous, in the largest showcase for Generation Z/Millennials in the country.
After that, there is the top five-second quota, for 42 million, with the possibility of alternating two brands with this quota, and dynamic quotas. The supermarket in the house, for example, is exclusive to one brand for around 35 million. The angel’s lunch also has sponsorship, for 37 million. Even the leader’s cinema, for 34 million, and much more!
The game strategy is yours: but you have to have money for it!
Food brands that will appear every day, organically, through the voice of the participants themselves, can pay 11 million to appear at the tables over the three months. Beauty products are also sponsorship quotas, and Pantene paid 12 million to moisturize Yasmin Brunet’s hair this year.
And it doesn’t stop employment rights bill: how will it affect flexible working there, as the commercial plan also clarifies that Café com o Eliminado do Mais Você also sells sponsorship quotas to BBB, as does Encontro com Patrícia Poeta. And since millennials don’t live on free-to-air TV alone, GloboPlay broadcasts 24 hours a day and, as the largest streaming service in the country, has this brand on display for a long time. Think of an endurance test, how long is the brand ? Whether with inserts throughout the day and videos on the X every time a participant gives up.
Sold out! BBB is the leader of the first quarter of the year!
With quotas opened on October 5, 2023, the announcement came on the 27th of the same month: Globo all sponsorship chine directory quotas for BBB24, even before it . The success story is more than certain and, despite the average audience, not to reaffirm that BBB23 had the lowest average in history, the program broke a record for sponsors. What explains this commercial phenomenon?
According to Exame, even in BBB23, after a dynamic, organic interactions of social users with the brand grew more than 4,200% for up to three days after the dynamic. The 15 sponsoring brands add up to the largest number of companies ever for BBB24, all seeking this same organic engagement.
Get it spinning? The prize is still small…
It is worth remembering that, despite the revenue of 1.2 billion reais, the winner’s prize is barely 3 million. Even so, the program is establishing itself as a great case of cross-media marketing since, even focusing on open TV, it had already been creating a “buzz” since October of the previous year, when the participants had not even been announced.
Taking advantage of the hype, teasers for the so-called “Big Day” take over Globo’s entire schedule when, during each commercial break, they show videos of famous and anonymous participants. Once again, brands that show their commercials before and after the teaser win on Globo’s showcase.
What would you do? Where would you end up?
BBB makes it clear how strong branding, with almost guaranteed engagement, and unparalleled knowledge of its target audience can generate impact, sales conversion and organic engagement on social media. Whether it’s through visual identity, since the participants even change the clothes they wear before entering the program, or through the influence of social media, one thing is certain: the reality show knows what it’s doing.
