By Christian Rôças – Entertainment Partnerships, LATAM

Brazil’s Carnival is one of the biggest celebrations on the planet. Once again, Facebook and Instagram were used in many innovative ways by artists, samba schools, fans, and broadcasters to connect with people and share moments and events happening all over the country.

Between February 5th and 14th, 100 million people around the world generated 770 million posts, comments and likes related to Carnival on Facebook. In Brazil alone, there were 55 million people that generated 610 million interactions.

On Instagram, also during the same period, 48 million people had 311 million interactions and, in total, there were more than 8.5 million photos and videos shared.

From Rio to the world

Rio de Janeiro welcomed people from all over the world with a giant “Instaframe” on Arpoador Beach, where people could take pictures with a beautiful view:

Durante o carnaval, cariocas e turistas que estiverem na cidade encontrarão a moldura perfeita para uma das mais icônicas imagens da cidade. Um instaframe foi instalado no Arpoador, próximo à escultura do jornalista e escritor Millôr Fernandes, de onde se tem uma vista deslumbrante para a praia de Ipanema e Leblon com o Morro Dois Irmãos ao fundo. A ideia é que a peça sirva de inspiração para os usuários eternizarem seus momentos no RIo de Janeiro. 📸💙 Não esqueçam de marcar a nossa tag #visitrio 😉 Para quem vai curtir o carnaval na Sapucaí, frames fotográficos de 12cm x 12cm também serão distribuídos nas arquibancadas, provocando a criatividade de quem está assistindo de perto o maior espetáculo da terra! 🎉

A post shared by Visit.Rio (@visit.rio) on

Small Instagram frames were distributed inviting people to show their unique perspectives of Carnival along with the hashtag #visitrio:

 

Samba Schools Parade

Before entering Rio’s famous samba schools parade competition, TV host Sabrina Sato went Live on Facebook to reveal her make-up process:

 

For São Paulo’s competition, TV host Fernando Rocha went Live on Facebook just before entering the avenue with the Pérola Negra samba school:

 

When Mangueira was announced as the champion of the Rio samba school parade, they shared a photo on Facebook announcing the result and showing their celebration party. The image was shared 3.5K times by fans and had over 23k likes:

 

On Instagram, the Brazilian singer Caetano Veloso published a video showing his support and celebrating the result:

 

Media Outlets creative coverage

For their coverage of Rio de Janeiro’s competition, the media outlet G1 shared a 360 timelapse and other 360 videos. We can see them working at  Marques de Sapucai, the traditional home of Rio’s Carnival in this one:

 

O Globo published many special reports around Carnival, one of them with Belinha, a dancer from São Clemente samba school, showing the 2016 samba choreography:

 

Globo News broadcast Live coverage from cities all over the country. In this Live video, they showed the traditional folk Carnival celebrations that happen in the streets of Olinda every year:

 

Trio Elétrico in Salvador

Brazilian pop star Ivete Sangalo lead one of the many “trios elétricos” in Salvador, a stage truck that parades around the city with live TV coverage. She did a series of Live videos that together were viewed 1.6 million times so far.

 

Host Ticiana Villas Boas shared her perspective from Ivete’s trio on a 360 video:

 

Fashion Carnival in São Paulo

The exclusive Vogue Brazil‘s Ball brought together Carnival and the fashion universe in São Paulo. Stylists, actresses, models, musicians and other special guests recorded their own live broadcasts inside the Facebook Live Studio. Within 2 hours, they produced 20 Live videos (that summed up 12.7 million views) like this one featuring Brazilian singer Valesca Popozuda:

 

TV host Matheus Mazzafera enjoying the Live Studio with Vogue´s style director Donata Meirelles:

 

On Instagram, Vogue invited fashion photographer Eduardo Bravin to do a take over on their account and produce exclusive photos that were embedded on Vogue’s site during the event.