To promote the re-introduction of a popular 1980s toy train, Brazilian toy maker Estrela posted a unique challenge on the country’s largest social media platform, Orkut. The company asked fans of the Ferrorama to go to the St. James Way pilgrimage in Spain and get the toy train to travel the last 20 kilometres to the St. James Cathedral without stopping. This meant that the fans would have to continuously dismantle and relay track while the train was in constant movement towards its destination.

The train’s journey was broadcast through live videos, photos, and commentary on its own website, as well as through Orkut and a Twitter feed. Participants successfully completed the challenge in five days, and the new Ferrorama sold out within one month of its release.