Intel was sponsoring Rock in Rio 2013 online broadcasting and we had the challenge to activate this sponsorship. The restrictions were big because the brand wasn't sponsoring the festival, but the online broadcasting.
We took advantage of the festival themes: there were going to be 7 days of concerts, and each day was about one musical style, agregating people from specific tribes. This was our insight to create Rock Inside, a pack of 7 videos promoting the online broadcasting through playing covers of the greatest hits without guitars, basses ou drumms: Rock Inside was featured by Ultrabooks using Intel technologies.
We reached every tribe using Facebook Custom Audiences and the numbers were awesome.
Agency: Sunset Comunicação
Creative Direction: Gica Yabu & Pipo Calazans
Social Media Direction: Daniel Sollero
Art Direction: Tainá Freitas & Tiago Cordeiro
Copy & Community Management: Livia Lanzoni & Lara Rangel
Accounts Executive: Marcella Boneder
Head of Films: Tiago Cordeiro
Video Production: Gabinete&CO
Day 1: Power Pop
Day 2: Rock
Day 3: R&B
Day 4: Rock & Metal
Day 5: 80's & 90's
Day 6: Pop Rock
Day 7: Metal
