The social network, which will be the festival’s platform, begins brand activation this Thursday (10) with the participation of creators
After a two-year hiatus without happening due to Covid-19, Lollapalooza lands again in São Paulo for an edition with a different taste. Lolla will be the first of the big festivals to take place when the pandemic seems to have given up. Therefore, public expectations are high.
And it will be in this wave that Instagram will join Lollapalooza to be the official platform of the event and, thus, promote a series of initiatives with the festival.
Inside Lollapalooza, which takes place between the 25th and 27th of this month, fans will have an interactive and technological space, with the right to an immersive experience. But the activation of the brand begins this Thursday (10) with the action that will take users of the social network to the campaign ‘Você que Faz’, which will be shown on the big screens of Lolla and on displays in the capital of São Paulo.
Platform creators, such as @gabb e @dudapimentastart the invitation for people to participate, mentioning #InstaNoLollaBR and the link that directs to a chatbot on WhatsApp.
There, people will have 12 options of different AR filters developed by the Instagram creator community. After choosing the filter, interested parties submit their content for evaluation so that they can appear in the Instagram action.
Bernnardo Bonnard, head of marketing for Instagram in Brazil, says that this action is a continuation of the campaign ‘Você que Faz’, launched in September of last year.
“Is it over there [a campanha] reinforces the role of Instagram, of being a partner in the journey of those who, in fact, make the network, which are the users”, he says. “We want to bring protagonism to our audience”, he adds.
About the partnership with the festival, the executive says that it was something practically natural, since the audiences are similar. “We are talking about two brands that have an affinity with this young audience, who likes trends and technology”, he concludes.
