Festival will have 130 activations from 85 companies and seven co-created projects
Rock in Rio is full of unforgettable moments. Freddie Mercury would certainly remember the crowd singing along to ‘Love of my life’ in 1985. Queen was one of 16 international bands that shared the stage with 15 Brazilian acts. The shows attracted 1.38 million people to an area of 250 thousand square meters in Jacarepaguá, Rio de Janeiro.
After 40 years, the festival features stories that have been celebrated by generations. It is no coincidence that the campaign celebrating the date is called ‘Rock in Rio 40 years and forever’. Launched in 2023, the film shows the journey of a couple who met at the first edition. The musical ‘Sonhos, lama e rock and roll’ also celebrated an evolution that crosses borders. Present in Lisbon (Portugal), the event has already been to Madrid (Spain) and Las Vegas (USA).
The emotional connection embraces brands that put on a show of engagement and interaction with the audience expected today at Cidade do Rock, in Barra da Tijuca, West Zone in Rio de Janeiro, on September 13, 14, 15, 19, 20, 21 and 22. The gates will open at 2 pm. One hundred thousand people are expected per day, the maximum capacity of the venue.
“Four days are already completely sold out,” says Ana Deccache, marketing director for Rock in Rio, which is managed by Rock World, a company in the Dreamers group that is also responsible for producing The Town. From tickets to transportation, the event does not compromise on the quality of services and security. “We have 176 drinking fountains spread out and we allow bottles of water. We always give water to people in line or in front of the stage,” says Ana.
Onslaught
Experiences never before experienced is the promise made by Itaú, Coca-Cola, Volkswagen, Natura, Heineken, TIM, Ipiranga, Doritos, Prudential, C&A, Seara and KitKat. There will be 130 activations from a total of 85 companies and seven new communication projects co-created with partners. “The expansion of brands is measured by the recurrence and longevity of historical partnerships, which continue to be renewed”, explains Ana Deccache.
The brands’ contribution is growing. They are investing R$510 million and Rock in Rio is injecting another R$500 million into production. The amount includes the acquisition of sponsorship, media purchases, gifts, as well as activations and specific communication for Rock in Rio. The economic impact should reach R$797 million, according to calculations by Fundação Getulio Vargas (FGV) cited by Ana.
“Most brands say that the investment is 20% to 30% higher,” adds the executive. Rock in Rio generated 265,000 direct and indirect jobs in 23 editions with more than 3,800 artists and 11.5 million visitors in 134 days. On social media, the reach exceeded 64 million people in 2022 alone, which exceeded the figure of R$2 billion in economic impact in the capital of Rio de Janeiro.
Read the full report in the print edition of September 9th.
Photo credit at the top: Wesleu Allen/ Rock in Rio Disclosure
