About 6% of the photos and videos shared during the event contained some branding in the composition of the image, revealed a survey by Elife and SA365
Conducted by Elife and SA365, a survey analyzed 28,000 publications with mentions of Lollapalooza 2022 to identify the brands – sponsors or not – that appeared the most on social networks.
Doritos was the brand that stood out the most in the days of the festival, registering more than double that of the second place, which was the Multishow channel. Budweiser, after which Lolla’s main stage was named, appeared in 2% of the images.
Coca-Cola was seen in 1.7% of publications and McDonald’s, 0.9%. Also featured in the analysis were Globo (0.2%), Adidas (1.5%), Chevrolet, Vivo, Johnnie Walker, Samsung Galaxy and Braskem – all with 0.1%.
The brands of Mix FM, 89 FM (Rádio Rock), Sadia, Tanqueray, NewOn and SPTuris did not appear in the images analyzed by Elife and SA365.
The survey also showed that 6% of the photos and videos shared on social networks during the event contained some mark in the composition of the image.
The study considered the appearances of the logos in spontaneous photos of the regulars, regardless of the search term or mention of the brand in the text of the publication.
This year’s event broke the record for sponsors, who had their booths spread throughout the Interlagos circuit, which contributed to the fact that many of the brands served as backgrounds in the photos of the public present at the festival. In addition, another element that stood out were the accessories linked to the brands.
In this context, Adidas took the opportunity to position itself with shoulder bags. Budweiser, on the other hand, inserted the logo on the plastic cups that contained the beer and was seen in most of the event.
Engagement and followers
Released last Monday (28), a study by Knewin Social revealed which were the most cited sponsoring brands of Lollapalooza on social networks. With 5.48%, Multishow led the ranking among the most cited – the channel, together with Bis, broadcast the three days of the festival.
In second place came Chevrolet (0.78%), which activated its brand last Thursday (24) with #OnixDay. The action featured concerts by artists Doja Cat, Machine Gun Kelly, Kehlani and Pabllo Vittar. Globo, Instagram and Doritos completed the top 5.
