Rock in Rio is one of the major music festivals in the world. For the 2017 Brazillian edition, we had to come up with an idea that spoke with the younger music fans and showed that Rock in Rio is an unique and unmissable experience, even during a financial crisis scenario.
We took the traditional race of the fans from the Rock in Rio opening gates to the stage rail and transformed it into a game for mobile and desktop. The contestants ran through the City of Rock and the the fastest ones guaranteed a pair of tickets for the festival.
- Over 100,000 players in 8 days
- 38 thousand hours played
- Average of 21 minutes of brand exposure per player, per day
- All the 120 thousand tickets were sold out in 1h58m.
Concept, art direction
and digital lead
Felipe Ferreira, Guido Michaelis, Tatiana Michelin, João Paulo Rosman, Gabriel Moura
e Anderson Passos.
Rock in Rio
© Rafael Jardim 2017