It's no secret that Big Brother Brazil breaks audience records every year, proof of which is that it's in its 21st edition and generating buzz on social media, being a topic of conversation in various WhatsApp groups, and having Telegram channels providing daily updates on the daily lives of the contestants.
The reality show format originated in the Netherlands, but it wasn't as successful there as it is here. Such widespread popularity couldn't be without the famous product placements that, since the first season, featuring Bial's speeches, have intensely driven the marketing industry.
Brands like Johnson & Johnson (Sundown), iFood, Usaflex, Guaraná Antarctica, and Fiat have all been sponsors of Brazil's most watched reality show. Some of them even featured in iconic challenges on the show; who doesn't remember the endless endurance tests inside a Fiat Uno or the one with the giant Guaraná bottles?!
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Brands on social media
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The last leader's challenge on BB21 (held on 02/11/2021) generated a lot of buzz on Twitter. The challenge, sponsored by Coca-Cola, garnered many anonymous comments about the brand, but also brought comments from former sponsors, and the result became a joke even for the brand itself.
This brand interaction makes it clear that the merchandising market is not limited to the duration of the live program. It also shows that advertisers are increasingly active on social media, keeping up with memes and internet users' comments about the participants. A good example of this is the post by Avon, a first-time sponsor on the show, which sent a message to Fiuk and then joined in on the Sarah spy trend.
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The financial side of the coin
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Besides becoming the most talked-about topic on social media, sponsorships generate a lot of money for advertising placements during the show's challenges. These sponsorship packages are extremely expensive, but at the same time, very profitable for the advertiser.
In the last edition, the quotas revolved around BRL 42,6 thousand And yet, it brought a brand the size of McDonald's to the show. The fast-food chain displayed its logo and products in a leader's challenge that flooded timelines with comments from people who were craving McDonald's fries. Primum Esse darbuotojų atranka Much more than that, it caused the network to skyrocket in Google searches during the exam, registering a peak of up to... 9.985 % in searches.
What do you think of the sponsors for this season of BBB? Any unexpected brands, or do you miss the old sponsors? Tell us!
