Rock In Rio Promo, Case study ROCK IN RIO DIGITAL PLATFORM by Grudaemmim

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Brazil
Agency Grudaemmim
Executive Creative Director Roberto Vilhena
Copywriter Guilherme Moreira Lopes
Released August 2010

Credits & Description

Category: Best Use of Social Media
Product/Service: MUSIC FESTIVAL
General Directors: Christian Rôças/Alberto Blanco (Grudaemmim)
Creative Directors: Daniel Prata/Tim Perissé (Grudaemmim)
Account Managers: Rafael Turri/Ana Baldan (Grudaemmim)
Account Director: Mônica Barros (Grudaemmim)
Planning Managers: Gustavo Arbulu/Renato Digiorgio (Grudaemmim)
Planning Director: Carlos Antunes (Grudaemmim)
Social Media Analysts: Ana Cristina Fiedler/Fernanda Saboia/Rafael Nazareth (Grudaemmim)
Video Coordinators: Pedro Vilhena/Diego Matheus (Grudaemmim)
Relationship Managers: Rodrigo Grecco/Pablo Queiroz (Grudaemmim)
Art Directors: Diego Hernandez/Leticia Faddul (Grudaemmim)
Copywriter: Guilherme Lopes (Grudaemmim)
Business Intelligence Analyst: Henrique César Ribeiro (Grudaemmim)
Developers: Celso Alves/Felipe Campos/Thafarel Coelho/Eder Fernandes (Grudaemmim)
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Directors: Gustavo Tirre/Alessandra Sadock (Artplan)
Copywriters: Betoca Jencarelli/Toninho Lima (Artplan)
Art Directors: Jorge Falsfein/André Sampaio/Leandro Valente/Ana Paula Esteves (Artplan)
Account Managers: Rodolfo Medina/Elisa Simões/Mariana Lellis/Luiz Gustavo Tupinambá (Artplan)
RTVC: Rodolpho Donato/Bianca Repsold (Artplan)
Media placement: Digital PR - - 13 August 2010 - April 2012

Summary of the Campaign
Rock in Rio is a Brazilian festival that went to Europe after 2011’s edition and returned after a 10-year hiatus, having no website or social networks profiles. The challenge was to develop, from scratch, a digital platform that would centralise communication and engage fans around the brand. Our goal: sell all tickets before its beginning and get 1m fans in social networks without paying for online media.

We started a strategic digital PR work 1 year before the event was due, creating a content and relationship platform that identified opinion makers, offered services for the fans and developed content partnerships with companies like Google and Foursquare. We created special channels like a web-radio with content from the Rock in Rio universe, and a URL shortener which would bring bands' names and curiosities on each link for the fans to share.

The editorial plan integrated the website with several social networks and explored to the maximum the potential of each one, promoting cultural contests, apps, polls, news and multimedia coverage of events. We stimulated fans to participate with us by choosing 2 headliner bands, sending art for products, deciding new destinations for the festival, sending photos, opinions and testimonials. The result exceeded all goals: we had 4.5m fans on social networks, tickets were sold out 4 months before the event; we were the trending topic of 13 countries, beat 2 records on YouTube, generated US$140m in spontaneous media and reached 180m people during the festival.

The Situation
Rock in Rio is a music festival born in Rio de Janeiro in 1985, right after the end of the military dictatorship in Brazil. It was responsible for opening the country’s doors to international bands and inspiring a mobilisation towards peace and social transformation, adopting the slogan 'For a Better World'. After 3 editions in Brazil, (1985, 1991 e 2001), it went to Europe and was on for 6 times in Lisbon and Madrid between 2004 and 2010. When its return to Brazil was announced, after 10 years away, it had no digital presence: no site and no profiles in social media.

The Goal
The main goal was to centralise the festival’s communication in the digital media in order to maintain close and constant contact with the community of fans and make it bigger and more engaged with the Rock in Rio brand. The client wanted to sell in advance the 700,000 tickets, understand people’s perception of the brand, manage negative comments about the line-up, and use insights from the public to make it a better festival. Our goal was to have 1m fans in social networks.

The Strategy
Our strategy was to create a digital content and relationship platform that began 1 year before the event and would be the main source of information about the festival. The content was centralised in the portal and multiplied through several social networks, following an integrated editorial plan which offered services, contests and specific actions for each contact point. All line-up confirmations would be published on the site before or at the same time they were published on the news, rewarding the festival’s followers. With this, we stimulated conversations in which we participated in order to understand the public’s perceptions about the brand, created emotional connections and invited them to collaborate with our platform. Parallel to this, we mapped opinion makers on the web (bloggers, journalists, fan clubs and entertainment portals) in order to promote the exchange of content; and we conducted partnerships with large tech companies (such as Google and Foursquare) to obtain the most of each channel’s potential.

The work began 1 year before the festival and continued after it, establishing a permanent platform. We created pages on Facebook, Twitter, Orkut, Foursquare, Formspring, Flickr, YouTube, Instagram and Tumblr; and also created an app for Android/iOS and other special platforms such as an online radio for Chrome and a personalised URL shortener. Through several points of contact we offered services (such as information for consumers during sales, orientation on transport and lodging); created contests where fans would send photos, music and videos relating to the brand’s universe; we published stories from our fans; invited them to participate in the festival with ideas and opinions; allowed fans to choose 2 headliner bands; mobilised opinion makers from 4 countries to encourage presence for the festival; and engaged people to participate in social initiatives. During the event we had live coverage based on official, fan made and guest bloggers’ content.

Documented Results
- Rock in Rio became the world´s biggest festival in digital presence, with a universe of 4.5m social network followers. This is more than the total of the other 10 biggest festivals.
- With 10% of the line-up announced, 100,000 tickets had been sold and 4 months before the festival all 700,000 sold out.
- The mobile app, which had 75,000 downloads in less than 24 hours, became the most downloaded from App Store Brazil.
- The newsletter had 75,000 registers and a 40% opening rate.
- On September 25th, the site had 690,000 unique visitors (the average of UOL, one of the 3 main portals in Brazil).
- 2 world records on YouTube: the live transmission with the largest audience (3m simultaneous viewers) and the most accessed festival channel.
- Trending Topics in 13 countries.
- More than 1,000 fan photos.
- 7.9m indexed links on Google
- US$140m worth of spontaneous media.