In Brazil, back in the '80s and '90s, race days had a strange twist. People actually hoped for rain. Not to stay home, but to watch Ayrton Senna. Because when the track was wet, Senna became unstoppable.
To honor the 30th anniversary of his passing, Globoplay brought that cultural behavior back with Cheering for the Rain, a campaign that turned bad weather into a trigger for something magical. Every time it rained in your city, the new Senna docuseries was unlocked for free.
The platform used real-time weather and geolocation APIs to create a one-of-a-kind experience. If it wasn’t raining, the site simply said, “Come back when it is.” But when the first drop hit your region, everything changed. You’d see, “It’s raining. Click to watch.”
From motion graphics that said “In the rain, instinct drives” to media running across banners, push notifications, email and pre-rolls, the entire ecosystem was built to bring Senna’s legacy back whenever the clouds rolled in.
The results? Over one million simultaneous viewers. The most-watched campaign in Globoplay’s history. And a cultural behavior reborn, proving that sometimes the rain is all it takes to make history come alive again.