The Marketing evolved naturally with the customers, these customers became more exigent due the fact of having more access to information through the internet. In this scenery, this work presents a case study about the campaign Heat-supporter of the Club de Regatas Vasco da Gama. We seek to understand the perception of the supporters and the factors of greatest influence to membership to the campaign. For this, we prepared a inquiry directed to supporters in order to better understand their perceptions.