All Of Brazil Plays
- Brand
- Year
- 2016
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- The Zoo At Google
- With
- Monks
Objective
Google wasn't an official Rio 2016 sponsor but wanted a share of the biggest spike in Brazilian attention all year, and to keep that audience inside YouTube, Maps, and AdSense once it landed. Four Games sponsors — Claro, Nissan, Skol, and Visa — funded the platform, turning it into an ad product built to pull sports interest toward channels that don't normally carry sports content.
Solution
Landing on obrasilinteirojoga.com.br, a player builds a custom character from a library of parts, then moves between three linked feeds: a personal video stream of Rio content from Brazilian YouTubers, an illustrated map of the city, and a set of 42 mini-games, one per Olympic sport. Watching a video or playing a game reshapes what the hub surfaces next. During the Games, daily video recaps from Irmãos Castro appear in the feed, and the map fills with nearby points of interest in real time. The player's character isn't locked to the site — it follows them into rich-media banner ads on other pages, where a mini-game can be launched right inside the banner without leaving the page.
- 1
The player lands on obrasilinteirojoga.com.br not in a single game but in a content hub, a personal feed that mixes original Rio-themed videos, mini-games and a city map in one stream.
- 2
The player builds a custom avatar from a library of looks and gear, and that same character carries across the platform and into every mini-game the player launches.
- 3
Two illustrated mascots, Julia and Zé, front the campaign throughout the platform and its videos and banners: she is athletic and wins everything, he is clumsy and only entered to impress her.
- 4
The video section offers playlists from Brazilian YouTubers on sports themes — odd competitions, memorable sports moments, sports comedy, tips for talking to foreigners — and adds daily recap videos once the Olympics are underway.
- 5
The games section holds 42 mini-games, one per Olympic sport, launching with five titles and expanding by two a week through August.
- 6
A marathon mode strings all available mini-games together in sequence, and completing it unlocks hidden content, including a secret game.
- 7
A map section shows an illustrated Rio built on Google Maps, filled in with points of interest and city and venue routes over the course of the year, and during the Games it updates in real time to surface nearby Olympic events and parties.
- 8
Every video watched and game played feeds a shared recommendation engine that ties videos, games and map points into one personalized feed.
- 9
The same mini-games follow the player off-site, playable directly inside programmatic and rich-media banners with the player's own avatar, and bloggers and YouTubers could embed them for their audiences via AdSense.
