Endemol Shine Brazil, SKOL and Facebook launch first social soap opera in Brazil

Global content creator, producer and distributor Endemol Shine Group announced that Endemol Shine Brazil has partnered with Ambev’s SKOL brand and Facebook Brazil to launch the country’s first digital soap opera. ‘Tour das Tours’, the first script project from Endemol Shine Brazil, is premiering today on Facebook Brazil. The series features 11 episodes that are less than five minutes in length.

According to what Endemol Shine Group officially reported, Tour das Tours is a social soap opera inspired by the stories of LDRV, one of the most successful groups in the Brazilian platform, with more than 400 thousand members.In this place, people tell their experiences, and the most engaged become the so-called “tours”. On top of that, ‘Tour das Tours’ is born.

‘This is our first-ever scripted series and we could not be happier to enter in this genre alongside great partners like SKOL and Facebook’, said Juliana Algañaraz, CEO at Endemol Shine Brazil. ‘’Tour das Tours’ will both entertain viewers and incorporate SKOL’s brand in this unique new social media format. The script and production have been specially designed for mobile consumers in Brazil’, she added.

Maria Fernanda Albuquerque, SKOL’s Marketing Director, added that ‘today’s biggest challenge for brands is to create relevant content for audiences, but not as an advertisement or an interruption of what they are doing. That is why SKOL was looking for something that was truly surprising to its consumers. If soap operas are still a national passion, then we decided to create one, but with a different format’.