The 40th edition of Rock in Rio, scheduled for September, is attracting the interest of digital influencers who see the event as an opportunity for partnerships and marketing campaigns. A survey conducted by Wake Creators, a company specializing in data-based influencer marketing, revealed the main trends and expectations of content creators for the festival.
The study reveals that influencers are interested in participating in campaigns related to segments such as fashion and clothing, food, alcoholic beverages, beauty products, travel and makeup during the festival. Among the sponsors, Coca-Cola, C&A and Heineken are the most coveted by creators. The research also shows that many influencers are willing to run campaigns in exchange for tickets to the event, with brands such as Coca-Cola (27%), Heineken and Itaú (15%), Doritos (8%) and C&A (6%) being the most remembered.
“During the festival, engagement increases, as the audience follows the influencer’s entire journey,” highlights Alessandro Gil, VP of Wake. “People are interested in seeing their preparation, from choosing the outfit they will wear to arriving at Cidade do Rock, creating an immersive experience for followers.”
For many influencers, Rock in Rio is one of the most significant events of the year, not only because of the possibility of diversifying content, but also because of the potential to increase engagement.
Katy Perry’s shows on the 20th and Shawn Mendes’ shows on the 22nd are the most popular among influencers who have already secured their tickets, with 42% and 31% respectively. While most creators are satisfied with the headliners for this year’s event, many said they don’t have tickets yet but are interested in attending.
In addition to musical performances, influencers also highlight the importance of other aspects at music festivals, such as the availability of bathrooms and water fountains, variety of food options, accessibility, gifts offered by sponsors, stage layout, and ease of finding hygiene items and medical care.
