Investigation Discovery was about to premiere its new series, Deadly Affairs.
So we came up with a love-triangle story inspired by the series, and performed it live in downtown Sao Paulo, Brazil.
People on the streets loved it. So did the internet and TV news channels worldwide.
The official video had over 2 million views in 2 days, not counting the videos filmed by passersby.
$12 million earned in spontaneous media.
$0 spent in traditional media.