Aberje associates build creative settings for Rock in Rio 2022

After a three-year gap, Rock in Rio – Brazil’s largest music festival – returned to the physical stages with more than 500 hours of entertainment in September. The festival featured several marketing activities from more than 40 sponsoring and supporting brands, many associated with Aberje.

Organizers said that more than +700,000 people went to Rio’s Olympic Park in the seven days of the event. In addition to the music gigs, they enjoyed several brand activation activities — from the distribution of gifts to adrenaline-fueled rides. Coca-Cola went even further – the beverage brand was present not only in physical space but also in the metaverse. In partnership with Fortnite, the activity allowed people not on-site to participate in the festival. It was the seventh time Coca sponsored the festival.

Another member of Aberje, Itaú was a master sponsor for the sixth time, taking its traditional Ferris wheel and creating the Arena Itaú in partnership with TikTok. The space received exclusive music gigs and broadcast them on the bank’s social networks.

Latam, the official airline of Rock in Rio, took a different activation activity to the visitors of the City of Rock. In its booth, the public used cables to experience flying over some of the company’s top destinations. The participants were hung over a large LED panel, thus feeling like they were flying over the cities displayed in movies. The experience also featured smell and sound effects synchronized with images.

The Aberje’s associates that sponsored and supported Rock in Rio 2022 were Coca-Cola, Itaú, Latam, Gerdau, Natura, Volkswagen, Suzano, iFood, Braskem, Tim, C&A, Ipiranga, Porto Seguro, Approach, Grupo Pão de Açúcar, and Deloitte.