The expectation is to have more than 1.5 billion impacts during the festival
Brands are keeping an eye on the 40th edition of Rock in Rio, in September in Rio de Janeiro. One of them is KitKat, part of Nestlé’s product portfolio, which began interacting with the event in June, when it launched the campaign ‘Kitkat is the break of the best audience in the world’, signed by GUT with production of the film by Landia and audio by Loud+. AKM is also leading the live marketing project with the promotion ‘Your break at Rock in Rio’. In this action, someone secured two tickets, logistics and accommodation, plus R$40 thousand in cash. The agency TV 1 will take care of the activations.
Executive Tattiana Perri, Nestlé’s chocolate marketing director, explains that music is the guiding thread to connect KitKat with GenZ, the brand’s target audience. Artist L7nnon is the project’s main attraction for RIR 2024, which is celebrating its 40th anniversary. KitKat will have several spaces. Last year at Sunset, this year one of the five points of contact will be in front of Palco Mundo, the event’s main stage, with an area of 150 square meters.
There will also be a three-story stand where the ‘Very Import Breaker’ activation will take place, a play on VIP, from Very Important People. “It will be a unique experience,” explains Tattiana, adding that those who have access will receive a wristband to enter all the areas, including a stand to charge their cell phones.
Tattiana also says that KitKat will have a daily podcast with the help of Golden Pill, a digital media and content agency of Grupo Flow, with personalities who will discuss current topics. And there will also be a daily, three-minute, seven-chapter ‘Breaktime’ branded content in a series format. In addition to the in-person audience at RIR, the idea is to amplify the journey. The expectation is to have more than 1.5 billion impacts during the festival, considering all of our activations”, says Tattiana.
Read the full article in the print edition of August 26th.
