Samu, 52h duration and an iPhone 17 as a prize: what is behind the improvised 'reality show' that became a police case in SP

Who passed by Avenida Armando de Salles Oliveira, one of the main avenues of Piracicaba (SP), between the morning of Saturday (10) and Monday (12), encountered a group of people standing around a pickup truck with their hands on the bodywork. It was the 'iPhone Challenge'. Promoted by a cell phone store and an electric motorcycle store as advertising, the improvised "reality show" was broadcast on social media and gathered about 30 participants. The main prizes were taken home, including an iPhone 17, whoever could last the longest at the location. The marathon lasted 52 hours and ended with a competitor rescued by the Mobile Emergency Service (Samu). It had no authorization from the Ministry of Finance to occur, which led the Betting Secretariat of the department to open an investigation to ascertain what happened, which may result in penalties for those responsible for the event – learn below. The event also became a police case. The São Paulo Public Security Secretariat (SSP) stated that the Civil Police opened an investigation and cited the participation of a 17-year-old adolescent. The case was registered as "danger to life or health of others". G1 spoke with participants of the challenge who expressed gratitude because the event opened the possibility of winning prizes to meet personal achievements and financial needs, such as repairing the work motorcycle, starting a business, and even building their own house wall. People with their hands on a vehicle during participation in the 'iPhone Challenge', an irregular promotion investigated by the police in Piracicaba – Photo: Alerta Piracicaba/Reproduction Event Dynamics The challenge was broadcast on the social media of the two stores by the organizer and owner of the businesses, named Lucas Barbosa, and by digital influencers and news pages. The action was promoted by the store with the aim to "generate entertainment," as Lucas Barbosa defined in a video published during the challenge. About 30 participants had to remain standing around a pickup truck in front of the store with their hands against the bodywork. To compete for the prizes, it was not allowed to remove their hands or sleep. The 'reality show' made by the cell phone store was broadcast on a social media profile – Photo: Reproduction/Social Media Hydration and food were controlled according to Lucas Barbosa's will. According to some participants, access to the bathroom was released once, in the early morning between Saturday and Sunday, for a limit of three minutes and after a vote among the participants. Throughout the dynamic, which simulated a kind of 'reality show', Lucas was filmed and appeared in videos where he offered money and other prizes for people to give up. Furthermore, a new video was published on social media after each elimination, game, or disagreement with participants. The person responsible for the improvised 'reality' stayed at the location and did not sleep during the entire dynamic, according to the participants heard by the report. The person who took the final prize was the influencer from Piracicaba, Laís Lima, who resisted after the departure of the seller Nilson Sousa - see reports below. Woman gives up 'iPhone Challenge' and receives R$ 200 from the organization – Photo: Reproduction/Social Media How to conduct a challenge within the law? To carry out any free distribution of prizes as advertising, authorization from the Prizes and Betting Secretariat (SPA) of the Ministry of Finance is required. The actions include raffle, gift voucher, contest, or similar operation, the federal body informed. The 'iPhone Challenge did not have this authorization, SPA completed. The SPA points out that challenges similar to the one carried out in Piracicaba require strict safety guidelines, such as a duration limit for the test, a commitment term, and an emergency team (such as the Fire Department) on site. "These measures serve as a reference for evaluating the safety conditions and physical integrity of the participants," SPA informed. The challenge carried out by the store did not have a duration limit for the test, as published on social media. G1 found that the participants signed a term that they were aware of the health risks and exempted the event organization, as well as allowed the use of their image to the organization. The test also did not have a fixed medical team or Fire Department on site. According to the Undersecretariat of Inspection of the SPA/MF, if penalized in an administrative process, the company may face a warning, revocation of authorization, prohibition of holding new promotions for up to two years, and a fine of up to 100% of the value of the prizes offered. The Municipality of Piracicaba informed that the establishment has a regular license for commercial operation, but did not file any application for an event license. According to the city hall, the store representative presented only a self-declaration of low-risk event with no disturbance of silence, released exclusively for Saturday (10), from 10 am to 10 pm. People with their hands on a vehicle during participation in the 'iPhone Challenge', irregular promotion investigated by the police; Lucas Barbosa holds the challenge prizes – Photo: Alerta Piracicaba and Reproduction/Social Media What the organization says In a note, Lucas Barbosa stated that the Municipality of Piracicaba issued authorization for temporary installation linked to the event, within the scope of municipal process no. 171.114/2026 and that it remains at the disposal of the competent authorities to provide any requested clarifications. 52 hours of exhaustion, body limits, and Samu rescue The store seller Nilson Sousa, 25 years old, remained in the dispute for 52 hours and won second place. Nilson recounts that he entered the challenge due to financial issues and because he dreams of opening his own business, a hamburger shop. "I lost my father, I am the only man in the house. My mother is a daily worker. My sister left home recently. So, I always worked, I was always a warrior and that motivated me. This can change my life," recounts Nilson. "I went to my limit even [...] I called Lucas and said 'pull me', because I couldn't take my hand off the car [...] I got out, because I reached my limit," Nilson reported to G1. Rescued by a Samu ambulance, he was taken to a health unit, where he received serum and hydration. Despite the physical suffering and the criticism he read on the internet, Nilson highlighted that the challenge opened significant doors, guaranteeing R$ 2 thousand as a prize from the store, jewelry, glasses, and free dental treatment, which was always an unmet desire due to financial issues. "It opened many doors, a lot of connection I had with good people there. Everyone there left happy, it was something that changed their lives. God opened this opportunity for me," the seller stated. People with their hands on a vehicle during participation in the 'iPhone Challenge', irregular promotion investigated by the police in Piracicaba – Photo: Alerta Piracicaba/Reproduction Fused motorcycle, community raffle, and the search for sustenance The need to maintain a livelihood also motivated the ride-sharing motorcyclist Tadeu Vilela, 42 years old, to face 38 hours of standing. He entered the competition with the goal of getting money to repair the fused engine of the motorcycle he uses for deliveries. Tadeu was disqualified in the early morning of Monday after falling asleep standing and letting go of one of his hands from the bodywork. Despite the frustration of having left the competition, he stressed that the visibility on social media allowed him to collect donations and prizes from the local community for a raffle. "I was very confident, but when it was 38 hours of test, I ended up falling asleep standing. That's where I let go of one of my hands," explained Tadeu. "Thank God, I really liked participating and would do it all again," he recounts. Tadeu stated that the exposure made him recognized on the street and that a person who gave him R$ 500 as a gift to help repair the motorcycle. Lack of medical structure and appeal for empathy The childcare worker with autism, Laura Neves, 25 years old, resisted for 24 hours in the competition and stated that it was for the challenge and that she intended to sell the device, if she won, to build the wall of her own house. She also pointed out the absence of on-site medical support during the marathon. "The only failure there was not to leave a sick person there with us," reported Laura. Despite the reservation, Laura reinforced that the competitors had personal motivations and asked for more empathy from the public regarding the criticism displayed on social media. "People need to have more empathy. We were there for a purpose. Even if it was for experience or teasing, everyone knows themselves, everyone knows where their pain hurts, and everyone who was there had a purpose," the childcare worker concluded. How to check if a raffle or dynamic is authorized No interviewee knew whether the competition had government authorization before the start of the test. The Ministry of Finance reinforced that, before participating in raffles and similar actions, it is possible to verify all authorized promotions through public consultation, on the body of the agency itself. Ministry of Finance website to check authorization for raffles and promotional contests – Photo: Ministry of Finance/Reproduction