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Agile Computing Authors: Elizabeth White, Liz McMillan, Jeev Trika, Scott Allen, Yakov Fain

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Lojas Renner audacious Marketing action results in giant Brazilian fan letter to Madonna

The promotion was made in Ipanema, the most famous Brazilian beach. Next step is preparing a big surprise as a "grandfinale" for the last concert in Brazil that will happen in Porto Alegre, this weekend

SAO PAULO, Dec. 4, 2012 /PRNewswire/ -- Due to an innovative Marketing action Lojas Renner– a Brazilian corporation in fashion retail – was in charge of the world 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 lovers.

(Photo: http://photos.prnewswire.com/prnh/20121204/SP23969)

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) floor, along all the world famous Ipanema beach waterfront. The letter way has started in front of Fasano Hotel, where Madonna was hosted.

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 to get her room Renner's Marketing manager, Luciane Franciscone, 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 either the message: "haveyoueverseenabiggerfanletter?".

Madonna's manager, Guy Oseary, came down to see the huge letter and, thus, could receive 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 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 the 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.

Contact
A4 Comunicacao – + 55 (11) 3897-4122
Daniela Fernandes[email protected]
Franciane Barbosa[email protected] - +55 (11) 9 9930.4559 (mobile)

SOURCE Lojas Renner

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