The team will be at the epicenter of the festival with more than 400 professionals allocated directly to Cidade do Rock, in Rio de Janeiro
NOW, the real-time unit of A-Lab (the content laboratory of the Dreamers Group), has expanded its presence at this year’s Rock in Rio and, in total, 12 brands will rely on the company’s operations to participate in the conversations surrounding the event.
With partnerships that include Natura, Heineken, Tim, Ipiranga, Volkswagen, Trident, Unilever, Superbet, Hypera (Neosaldina, Engov and Benegrip) and Rock in Rio itself, the team will be at the epicenter of the festival with more than 400 multidisciplinary professionals, allocated directly in the City of Rock, in Rio de Janeiro.
“Working in real time at Rock in Rio is an intense but extremely rewarding challenge. Every minute counts to produce the more than 4,700 pieces of content planned to air during the festival. We are very proud to see how our work helps brands tell their stories in a unique way, with excellence, with a team that is passionate about what they do, further expanding the festival’s impact in the country,” said Renata Cruz, director of NOW.
In addition to NOW, A-Lab will also develop documentary series for brands such as Coca-Cola, Neoenergia, C&A, TIM, KitKat and Trident. The Dreamers Group content lab created the script and creative direction for these audiovisual contents, which feature behind-the-scenes footage and interviews.
“We need to ensure that our content delights, engages and informs the public. It is a coordinated effort involving strategic planning, analytical use of data and agile reaction to what happens live. With each edition of Rock in Rio, more brands are interested in participating in real time. In the last edition, there were 6 and this year there will be 12. Increasingly, major brands want to enter into conversations in a structured way, going beyond the audience of the City of Rock, investing in emotional connection and extracting more value from the investment in sponsorship”, added Ronaldo Martins, CEO of A-Lab.
