Created by Graphene by IPG (WMcCann + MRM Brasil), the part of the campaign Music makes you travel without borders
Latam is launching its first Air Guitar championship on TikTok as part of its branding strategy as a sponsor of Rock in Rio 2022.
Created by Graphene by IPG (WMcCann + MRM Brasil), the action part of the campaign Music makes you travel without borders, launched to publicize the brand’s new signature at the festival.
Our strategy was to combine three brands: Rock In Rio, TikTok and Latam, to give visibility to the new brand positioning, in addition to encouraging the public to have fun, with a creative synergy that brings people together through music without borders, explains Andreia Kalvon, media director at WMcCann.
@latamairlines Your Rockstar moment has arrived! Participate in the first Air Guitar challenge with LATAM. #LATAMnoRockinRio #Brasil
Music makes you travel – Wagner Andrade
The airline’s goal is to be the first to use the Branded Mission tool in the app to encourage creators and network users to engage with #LATAMnoRockinRio.
For the initiative, the brand selected a squad of creators to start the event, offering the opportunity for new content creators on the platform to have their videos boosted on the network. Among the names, the influencers Pequena Lo and Lucas Rangel stand out.
Content creators are now one of the main ways we reach younger audiences. With the Air Guitar Challenge on TikTok, we engage our customers in a fun way, making users and creators join in the fun”, said Amira Ayoub, Head of Marketing at LATAM Brazil
