The Globo network is making waves by leveraging Lady Gaga's highly anticipated concert in Rio de Janeiro on Saturday, May 3, 2025, to promote its ongoing telenovela "Vale Tudo." This innovative marketing strategy sees the character Maria de Fátima, portrayed by actress Bella Campos, making an appearance in the VIP area of the concert at Copacabana beach.
In a twist of fiction meeting reality, the storyline unfolds as Solange Duprat, played by Alice Wegmann, receives an exclusive invitation to the Corona beer VIP area, one of the event's sponsors. However, due to personal reasons, Solange decides to pass the invitation on to Maria de Fátima, who views this as a golden opportunity to mingle with celebrities and high-profile guests.
While "Vale Tudo" will not feature any footage of Maria de Fátima at the concert itself, her Instagram profile—created by Globo in March 2025—will showcase a video of her presence at the event. This cross-media marketing campaign has been meticulously crafted by a collaboration of advertising agencies, including InPress, Droga5, Africa, and Globo itself.
Gabriela Gallo, the marketing director of Corona, expressed enthusiasm about the initiative, stating, "Corona already has a solid partnership with Globo and also with actress Bella Campos. Extending this relationship to the character Maria de Fátima is something very grand for us as a brand, as we are conducting a cross-media action that occurs simultaneously on open TV and social media. With this, we become the first beer sponsors to support a post on the character's social networks."
Claudio Paim, director of Advertising Products at Globo Channels, emphasized the strategic nature of this opportunity, calling it a perfect market fit. He noted, "For a character like Maria Fátima, who lives in the city and aims to stand out in the influencer market, it makes complete sense to want to be part of this brand's action. Combining exclusive Globo assets in the co-creation of a project like this is only possible when we offer our complete ecosystem to the market, allowing for the organic overflow of stories."
As excitement builds for the concert, Globo has also announced that the broadcast will be delayed. Viewers hoping to catch Lady Gaga's performance live will need to be present at Copacabana beach, as the network will start its coverage ten minutes after the singer takes the stage, per the artist's production team's request. This delay aims to prevent any potential errors from being aired live, a strategy previously employed during Madonna's performance in Brazil last year.
The concert is set to kick off at 21:45, and Globo’s delayed broadcast will also be mirrored on Multishow and Globoplay. Anticipation is high, with an estimated 1.6 million attendees expected to fill the sands of Copacabana for this star-studded event.
As the evening unfolds, the blend of marketing, entertainment, and live performance promises to create a memorable experience for fans both at the venue and at home. With Globo at the helm, the integration of their telenovela with a live concert showcases the evolving landscape of advertising and entertainment, where the lines between fiction and reality blur to capture audiences' attention.
In conclusion, the collaboration between Globo, Lady Gaga, and the marketing teams highlights a significant shift in how media and entertainment can work together to create engaging content that resonates with viewers. As the concert draws near, all eyes will be on Copacabana, where the magic of live performance meets the allure of television storytelling.
