O Lollapalooza Brazil, biggest music festival in São Paulo that will take place on March 25th, 26th and 27th, will have the Instagram as your official social network. Through the action #INSTANOLOLLABR, the platform promises to generate unique experiences for users and the opportunity to star in the “Do It Yourself” campaign.
To participate, people must interact with Instagram ads about the campaign by clicking “Learn more”. The link directs them to a WhatsApp bot that will indicate a selection of augmented reality filters, where they can create creative content and appear on the brand’s digital pieces, Lollapalooza screens, street clock points, projections and urban furniture spread across São Paulo. .
Action will begin when influencers such as João Guilherme e Duda Pepperwill invite people to participate, indicating the campaign filters, using the #INSTANOLOLLABR and including a link to the bot on WhatsApp. There will be 12 options of AR filters, selected by a vast curation of filters produced by the content creators of the Instagram community. After choosing the filter, the public submits its content for evaluation and that’s it: it becomes one of the big stars of the ‘Você que Faz’ campaign, appearing on Lolla’s big screens and on displays around the city. Anyone over 18 years of age, from all over Brazil, can participate.
Inside the festival, a completely interactive and technological space on Instagram will provide an immersive experience, where the public will be able to interact with the brand and produce different content, in addition to checking out different filters of the campaign with 3D technology, which will be activated through gifts such as tattoos and hats. The objective is that people can already have an experience of multiversemixing physical elements with virtual augmented reality, all within the inspiring setting of Lollapalooza Brazil 2022. In addition, other Instagram surprises can be discovered by those who will be enjoying the festival.
“We are very excited to provide our community with a unique and innovative experience at Lollapalooza Brasil 2022, and nothing better than giving a spotlight to our audience who use Instagram to create trends and drive culture on and off our platform. The ‘You Who Do’ campaign has already been a huge hit with audiences and creators over the past year, so we want to bring the Instagram community to the center of the conversation again, and use AR technology, which is a gateway to Metaverso, to reinforce the brand’s technological, disruptive and innovative DNA”, emphasizes Bernnardo Bonnard, Head of Marketing for Instagram in Brazil.
Watch the campaign video:
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