Islanded with Beats: Beats, a beverage brand of Ambev, made the first reality show in the history of Instagram in Brazil. “Islanded with Beats”, a partnership with the agency WMcCann and Endemol Shine Brasil, was led by Brazilian pop star Anitta (52.2 million followers) and ten of her friends (influencers), who participated in competitions and challenges. The reality show was broadcast live on Beats' Instagram, using all formats to stimulate an unprecedented interaction between islanded influencers and Beats fans. The brand also used Twitter to increase interaction and YouTube to broadcast a two-hour show, also live. The result was surprising. In just 72 hours, the brand got 1.3 million new followers, soaring from 200 thousand to 1.5 million. The first episode alone reached 2 million views in 12 hours, organically. In total, there were 3 days of live coverage, showing everything that was happening on the island, divided into 5 episodes. Together, the episodes reached 10 million views, were 4x on Twitter's Trending Topics. For 15 days, the reality show's communication explored all of Instagram and much of Twitter, serving plural, festive and real-time content in Stories, feeds, live and IGTV - conquering 211 million organic impressions. To finish the action, the brand also had a promotion so that five people could enjoy the island after filming.