With the fall of
Rock in Rio celebrated 40 years of history in 2024 with a historic edition and an extra challenge: monitoring conversations about the festival without the support of the social network X (formerly Twitter), traditionally one of the main platforms for interaction between the public and brands. Therefore, Rock in Rio, in partnership with Polis Consulting and Grupo Dreamers, through Artplan, developed a panel dedicated to analyzing mentions and trends in real time and implemented the integration of the emerging social network, BlueSky, to the social platform listening by Brandwatch.
The solution resulted in collecting data from BlueSky and automatically integrating it into Brandwatch through its upload interface, enabling public conversations to be monitored and analyzed in real time, offering a solution in record time for monitoring by the brand’s own users. tool during festival days.
“Rock in Rio always looks at innovation as a way to improve the fan experience, so monitoring conversations is strategic for the festival to deliver the best experience ever. The absence of X created an immense challenge within this context, but it also brought a great opportunity to advance in new partnerships to be able to handle BlueSky data autonomously. We didn’t want a report two days later, we wanted the tool available for use by sponsoring teams and brands during the event to understand conversations, trends, to have a thermometer of the event in real time and use all this data collected for internal guidance and decision making ”, says Sara Gobbi, Growth Marketing Manager at Rock in Rio.
In a few days after the fall of X, the integration carried out by Polis Consulting with the BlueSky API allowed data to be collected directly from the new network. The robust structure, based on artificial intelligence, machine learning and personalization resources, was designed to include BlueSky like the other platforms present in the tool, making it available to the tool’s users like other networks.
“This was a challenging project, but the collaboration between the Artplan, Bluesky and Polis Consulting teams made it all possible! We are extremely happy to have contributed, providing real-time monitoring and measuring the Festival’s success”, says Gildevan Carvalho, CEO of Polis Consulting.
The buzz about the festival from 13/09 to 23/09 until 10am, reached more than 1,454,100 conversations on social media, with approximately 737,817 of them coming from the BlueSky network, ahead of Instagram, which generated 443,252 thousand conversations.
The implementation of BlueSky also enabled the real-time monitoring teams of Rockers and A-lab (Now), also part of the Dreamers Group, to monitor in an agile and automated way during the days of Rock in Rio, both the main conversations of the festival , as well as the sponsoring brands, also counting on the unprecedented expertise of the respective teams to build relevance of insights and content in a newly born network.
“Since the day of the fall of the In the first weekend we evaluated cases, API integrators and models that could bring solutions, while Polis Consulting worked 24/7 with developers to create a solution in record time. Result: on September 11th, the day of the test event, we ran the tool with the teams already using BlueSky as another real-time data source, available in all types of views we have for other platforms, such as volume of mentions , polarity, trending topics, etc.”, says Carolina Amorim, National Head of Creative Data at Artplan.
“Dia Delas”, 20/09, recorded a peak of 257 thousand conversations, also driven by the blue butterfly network, which recorded most of them. The 21st and 22nd continued to record the highest volume of mentions, which shows that the conversation was gaining traction throughout the festival – and being monitored.
“We finish this edition that celebrates 40 years of Rock in Rio with pride in saying that we were one of the first Brazilian brands to create this bond with BlueSky, in partnership with Polis Consulting and Grupo Dreamers, monitoring data in real time with help from our partners.”, concludes Sara Gobbi.
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Source: Data Conversas Proprietary Networks, Open Sea with Bluesky (Polis Consulting / Brandwatch)
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