Mercado Libre created the “Handshake Hunt” campaign to dominate Black Friday in Brazil by embedding discounts directly into TV programming rather than competing in crowded ad breaks. Leveraging AI-powered analysis of TV Globo’s scripts and programming, the campaign identified over 2,000 handshakes in scenes—mirroring Mercado Libre’s logo—and paired each with QR codes that unlocked exclusive coupons improving as Black Friday approached.
