The ATENAS.ag agency is responsible for the creation, planning and execution of activations for six brands at Rock in Rio Brazil 2024: Heineken, TIM, Volkswagen Brasil, LAGUNITAS, Trident and Heineken 0.0. In total, there will be 35 activations, of which 32 will take place in the Cidade do Rock and another three at meeting points in the surrounding area. The festival, which is celebrating its 40th anniversary, is one of the largest music and entertainment events in the world.
With the largest number of brand activations at this year’s Rock in Rio, ATENAS.ag reinforces its performance in the field of brand experience. The agency’s mission is to integrate global brands into the event, seeking to generate greater public engagement.
Heineken – 6 spaces and 1 meeting point
Heineken, the official sponsor of Rock in Rio for the sixth time, brings the message “Enjoy as if there were tomorrow”, with a focus on sustainability and renewable energy. Activations include the Heineken Power Station space, which offers an immersive experience connected to music and environmental awareness. There will also be a lounge bar overlooking the Palco Mundo, reserved for guests, and a zipline powered by renewable energy, offering a panoramic view of the City of Rock. On the New Dance Order Stage, the NDO Bar will also be powered by green energy, encouraging reflections on sustainability.
The brand’s operation at the festival will feature three Beer Stations, including one with Heineken 0.0 draft beer, located between the New Dance Order Stage and the Favela Space.
Heineken 0.0 – 1 espaço – 1 beer station
Heineken 0.0 will make its debut at the festival with an interactive booth on the Supernova Stage. The space will feature an immersive experience called the Heineken 0.0 Route, where the public will participate in a maze game, with the chance to win prizes.
Lagunitas – 1 space
Lagunitas Alien Garage will have a surrealist theme, inspired by American barns and alien signs. Open daily, the space will feature jam sessions where the public can play music on an interactive stage. Participants will receive personalized picks and a draft beer from the brand.
Trident – 3 spaces
Trident will have a space with interactive activities and gifts, as well as two kiosks spread throughout the City of Rock. The main space will have a photo area and a sensory environment that mixes colors, sounds and aromas, with DJs playing a variety of soundtracks.
TIM – 15 spaces and 1 meeting point
TIM will highlight its 5G technology with activations such as the 5G Karaoke Studio, which will allow the public to interact through holograms. The operator is also sponsoring the Mega Download attraction, a 30-meter tower. In addition, its booth will have several technological actions, such as a 360° camera and cell phone chargers spread throughout the event.
Volkswagen do Brasil – 5 spaces and 1 meeting point
Volkswagen will present activations linked to environmental and social initiatives. One of the highlights will be the Polo Rock in Rio, the official car of the event. The public will also be able to see a brand new SUVW, still in the development phase, and participate in activities on the Palco Mundo and Palco Favela stages, including the creation of interactive music.
