Hit3001

The government of Puerto Rico needed to communicate a local entrepreneurship plan in a way that would actually reach people. The solution was to replace the governor's traditional New Year's address with the unreleased film Chasing 3000, about baseball legend Roberto Clemente, and use the commercial breaks not for advertising, but for business pitches from young Puerto Rican entrepreneurs. The film aired on Telemundo without commercials. During the broadcast, audiences were presented with the entrepreneurs' ideas. At the end of the film, viewers were invited to vote, via web or SMS, for the idea they believed could become the country's next "hit." Following the broadcast, the featured entrepreneurs participated in a national media tour. The winning company received official guidance from the Department of Economic Development, serving as a model case study for Puerto Rico's emerging entrepreneurial class.