Seara conquers the digital festival stage through pioneering music festivals and major event expertise
Recognized by the presence of internationally renowned artists on its stages and by the marketing actions of major brands outside of them, the The city had one main highlight: to Seara. The food company was mentioned on social media daily and during the five days of the festival thanks to an integrated strategy that involved celebrities, influencers and attention to those who were unable to attend the Interlagos Racecourse, as well as various digital activations and much more physical actions in the Seara and Seara Gourmet spaces.
With 43,563 mentions, Seara topped the visibility rankings among brands on “X” (formerly Twitter), Facebook, Instagram, YouTube and portals during the festival period, as well as on each of the five days of The Town, according to data from STILINGUE platform by Blip.
Furthermore, according to “X”, Seara tops the list of brands mentioned in posts, being present in 65% of them. In terms of engagement, Seara leads the list of posts with the most likes and video views among all The Town sponsors.
The activations focused on promoting the Seara Crispy Chicken line, 100% chicken breast and whole cuts, and the Seara Gourmet bacon line, the most complete on the market, 100% pork. “We made use of influencers, carried out various activations on the networks, produced constant content during the five days of the festival showing everything that was happening in our spaces and fed the press in real time with photos and information from the event”, summarizes Tannia Fukuda Bruno , marketing director of Seara.
During the festival the company promoted innovative, technological, immersive and participatory activations, as well as offering tastings of its products. Seara has hosted more than 250 celebrities and influencers in its spaces, interacting with brand guests at The Town, Lucas Lima and Magá. Among the guests were names such as Sabrina Sato, Deborah Secco, Amanda Meirelles and Caio Castro. In addition to them, several digital influencers from the most diverse networks have also visited and produced content in the brand’s spaces, such as Preta (@Pretademais), who has been in a relationship with Seara since BBB and Flesch, who is THE name when it comes to festivals, shows and music on Twitter, being one of the biggest players on the brand, with Twitter natives in mind.
The choice of the large guest list took into account their affinity with the brand, resulting in a natural engagement with the content. “We take into account the company, the connection with the brand and our products,” says Tannia, exemplifying this proposal with the impact caused by Deborah Secco. “She came and tried the Bacon and this aroused the interest of the press who asked her if she really liked it, if she really ate it, becoming the headline of the publications,” she adds.
These actions and presences in the Seara spaces at the festival were also designed to involve the audience who followed The Town from home, ensuring fun and connection with the brand.
“The public interacted with our activations and published organically. The success of our spaces, which saw tastings, activations and numerous presences of influencers and celebrities, also made us awaken curiosity and interest towards our products and this that the brand was doing at the festival,” says Tannia.
To achieve this success, Seara’s expertise in festivals and moments of great connection with the public also played a crucial role, given that the brand had already been a sponsor of the two previous editions of Rock in Rio and had participated in four editions of BBB.
“Seara has established itself within the entertainment and music pillar. And since we pioneered the industry by heavily sponsoring large festivals, this is a space that is already part of our history and we intend to stay and expand, which allows us to be closer and participate more and more in people’s lives”, concludes the marketing director.
Source: Terra
Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.
