After two years, Lollapalooza Brasil is back and so is “Onix Day”. The event took place this Thursday (24), at the Interlagos Circuit, in São Paulo, and gathered 40,000 people. Owners of Chevrolet Onix and Chevrolet Onix Plus models, in addition to influencers and guests, had an exclusive day to enjoy a series of musical attractions that take place on the Onix Stage, with concerts by international singers Doja Cat, Machine Gun Kelly, Kehlani, and the Brazilian Pablo Vittar.
And speaking of the shows, fans can go without fear in the following years if the organization is the same as in 2022. All the stage structure and presentations were as excellent as they would normally be at Lolla, with the schedules being followed practically to the letter. The biggest highlight of the night was the last attraction, Doja Cat, which was already the most anticipated show of the night.
To announce its presence at the festival for the seventh time as a master sponsor, Chevrolet launched a new campaign with the motto “This connection will go down in history”, reinforcing the importance of people connecting with the real world, a concept of the Onix campaign that it is in the air. Signed by Commonwealth//McCann, a division of WMcCann for exclusive service to the brand, the campaign is aired on several digital platforms, in addition to having films for open TV, nationwide, and digital developments.
Watch the promotional video of the event sponsored by Chevrolet:
According to Hermann Mahnke, Executive Director of Marketing for GM South America:
“We have been waiting for this day for two years and now it has arrived. It is very special for us to be once again at one of the biggest music festivals held in Brazil to offer the owners of Onix and Onix Plus a differentiated experience that will undoubtedly go down in history. This year, we arrived at the event with even more innovative and connected activations, which only Onix can live with”.
During the event, the public can have access in advance to the structure of one of the most awaited editions of the festival, in addition to participating in exclusive activations that only the Onix, the most connected car in the category, can offer. The actions took place at the Chevrolet Onix Space, which features Onix Battle, a “The Voice” style battle for the public to show their talent and win over judges Mc Taya and singers Viegas and Supla.
Still, not everything is rosy. Those who intend to bring their own drink to accompany the attractions will be disappointed right at the entrance. Not even sealed water bottles can pass through the gates, which wouldn’t be a problem if the products were accessible inside the racetrack, but that’s not the case. In addition to the extremely high price of the products, the only card accepted by the sellers was the one provided by the event itself.
As much as there were some typical event problems with the size of Lollapalooza, such as the difficulty in entering (and unexpectedly, in exiting), Onix Day was very special to participate. The various actions organized within the race track make the place more differentiated and with different options for entertainment in addition to the shows.
Games like dance duels, interactive quiz,Did you know?and Onix knowledge tests will also take place on the brand’s profiles. What’s more, to feel part of the festival’s most connected stage, the public can still access the “You on Stage Onix” filter on Instagram. Real time coverage will be from Commonwealth//McCann in partnership with Isobar. The strategy and management of the content produced during the festival are under the creative direction of Bizzu Content, a Chevrolet partner producer in five editions of the festival.
The distribution of tickets to the owners of Onix and Onix Plus was in charge of a raffle held by the websitehttps://www.chevrolet.com.br/onix-no-lolla, with technological support from the digital marketing agency MRM Brasil. On TikTok, the brand promoted the Hunt for Tickets action, there were five days with 500 tickets available for platform users to do a hunt for Onix’s DC, looking for the pair of tickets for Onix Day. The action was commanded and signed by G3A Social ID.
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