Brands see good results in marketing, which has resulted in audiences waiting more than an hour in line in search of gifts like mugs and scarves.
To take home a “souvenir” of Rock in Rio, everything is fine, even queuing for a toast from the companies that sponsor and support the music festival. Between shows, the participants visited the different stands of the brands, collecting mugs, scarves, hats, bags, chocolates, creams, make-up and many other gifts available.
Names like Natura, Tim, Kitkat, Chilli Beans, Ipiranga and Tiktok were some of the brands that attracted small crowds after the festival memories.
The “Ship” of Nature was one of the attractions of the brands that received queues of onlookers. Right at the entrance to the Cidade do Rock, the beauty giant has bet on a “360º immersive experience” to tell the importance of preserving the Amazon through a special perfume developed for the festival.
To see the 3D projections, the plays of lights, the presentations of DJs from the north of the country and the distribution of miniature creams, the audience waited in line for more than an hour. With two main activations, Natura had already distributed, until Thursday 8th, more than 20 thousand gifts among the approximately 100 thousand people who interacted with the brand at the festival.
“We’ve put a DJ on Nave’s door so people can enjoy the music while they wait to walk in. That way they won’t feel like they’re wasting time watching our 12-minute film,” says Fernanda, Global Brand Culture Manager of Natura & Co Paiva.
The distribution of gifts was so important at the festival that even some rock stars surrendered to the gifts. On Friday 9, the lead singer of the Green Day band, Billie Joe Armstrong, ended the show on the Mundo Stage wearing a scarf from Natura’s Transbord Amazônia campaign tied around his neck.
At the end of the show, singer Chris Martin wore a hat from Itaú, sponsor of the event Photo: Disclosure / Multishow
Saturday 10 it was the turn of Chris Martin, singer of Coldplay, to make a free “publication” for Itaú. During the show, the singer concluded the lineup of the day’s main performances by wearing a hat that the bank – Rock in Rio’s biggest sponsor – handed out to attendees.
Among the most popular activations at the music festival were the amusement park rides. On the Ferris wheel and on the carousel, both signed by Itaú, the public faced from one to two hours waiting for an experience of a few minutes.
The impact of the brand’s activations at the festival can already be seen in the numbers. In the case of Itaú, according to the data analysis platform Brandwatch, the bank was the most mentioned name on social media during the mega-musical event.
Brands want to come back
With commitment to action and positive results at the festival, he already plans to renew his partnership with Rock in Rio. At Tim, after having distributed 20,000 gifts to the public who had to wait in line for hours to see his stand, the desire is to be present at the next edition. “If it’s up to us, we’ll definitely be back next year,” says Tim Brasil’s director of brand and communication, Ana Paula Castello Branco.
According to brand specialist Cecília Russo, Da Troiano Branding, rather than gifts, which are ultimately thrown away, the participation of companies in the festival is a way to create memories about the musical event and perpetuate the public’s visit to the shows. “They are lived experiences and not just consumed, there is a very intense sense of emotional register”, she emphasizes.
Source: Terra
Emily Jhon is a product and service reviewer at Gossipify, known for her honest evaluations and thorough analysis. With a background in marketing and consumer research, she offers valuable insights to readers. She has been writing for Gossipify for several years and has a degree in Marketing and Consumer Research from the University of Oxford.
