Brands bet on experiences to distribute treats during the event; “human claw”, chocolate slide and “flight” simulation are some of them
Who will go to The Town from this Saturday 2, will already know which artists will perform, the times of the shows, the cost of the food and how to get to the Interlagos Racecourse. For the guide to be complete, we need to know something traditional about the festival experience: how to receive gifts handed out by event sponsors.
Some accessories will be distributed on the festival lawn, such as the KitKat pouch, the iFood visor and the Riachuelo bandanas. In other cases, the public will need to participate in the games or even be lifted like a ‘human claw’ to ensure ‘got’. Watch the video below:
In Gerdau the proposal is to hang from a platform and collect cushions that symbolize waste objects that can be recycled. Anyone who manages to throw the right four cushions into the bin gets a special pendant from the brand in the shape of a guitar.
The idea is similar in the Latam space. The participant is trapped by the ropes and their partner controls a joystick which moves the partner up and sideways. The mission is to grab as many cloud-shaped pillows as possible and hope that one of them wins. As a gift, ten thousand points on the Latam Pass, the company’s mileage programme.
At the Estácio booth, the experience includes a splash of glitter, a photo turned into a lollipop, neon makeup and lessons with digital influencers. Those who participate in the activation take home a bag.
At Rock In Rio, Coldplay’s Chris Martin also surrendered to Itaú’s bucket hat. The accessory will return to the ‘brother’ festival and will be given as a gift to those who will participate in the parties at the bank’s stand, where the DJs will take turns in themed presentations. Customers can also access the rooftop, overlooking the Skyline stage, for 15 minutes.
McDonald’s activation has a wall of sensation that allows people to hear sounds related to the company’s snacks, such as the noise of frying and the environment of a store. There you can also play a kind of Pac-Man, whose icons belong to the universe of the snack chain. There is a free chain of glasses, an accessory also distributed in the Coca-Cola space.
Johnnie Walker will give away pairs of socks to anyone who enters the brand space and walks on a treadmill to the beat of pre-selected music.
The Town public doesn’t live only on accessories. Those who pass in front of Seara’s stands can DJ and record a video with the music you create, take a photo in an instagrammable space – which yes, is present in all the festival’s stands – and guarantee themselves a token which entitles them to try it bacon with special branded sauces.
Next to Seara is the KitKat booth. There, visitors can participate in an immersive experience where everyone transforms into rock stars and slides down a chocolate-shaped slide. The giveaways are pins.
In various spaces it is possible to recharge the mobile phone, which will be essential for participating in these activations and also for scheduling some of them.
Source: Terra
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