Music is a powerful tool to connect people. Music arouses spontaneous and passionate feelings. Through music, moments became memories. That’s why, in a way we’re all music fans and what fan wouldn’t dream of playing in a big music festival?

“ Taste the feeling of being a real rock star”

The concept was meant to take the passion for music to a whole other level.

At Coca-Cola Music Fan Space, during Rock in Rio 2017, music fans gained their dreamed Warholish 15 minutes of fame.

In an audacious move, we proposed a change of perspective to finally put the fans in their idols’ skin. More than just watching a concert, they were able to perform at one. In the audience and on stage, the show was made interlay by fans to fans. There was no passive spectator, everyone who attended the festival had the potential of being in our line-up.

Pre-event: An online campaign to recruit amateur musicians wishing to perform on the festival. In auditions we selected: 4 drummers, 5 guitarists, 2 bass players and a keyboard player. A Big Band formed by fans to perform alongside other fans on stage.

Event: A huge open stage was designed so that, once the fans started to feel the space, they would become the scenography.

Everyone who wanted to participate, had to register with our promoters. After choosing a song, the singers would join groups that would take turns on the stage. Fans were also able to substitute members of the Band and play an instrument. In that case, they had to stop by our audition studio located at the stage floor. During the 7 days, we’ve received 7.200 fans.

Post: 2 videos showing the fan’s journey and also used the vast content generated on social media to promote the brand.

Apart from the obvious sense of success that we got only by looking at people’s reactions, we also got pretty incredible numbers.

- Coca-Cola was the most remembered brand in Rock in Rio 2017.

- More than 100 press releases

- 97% positive feeling

- + 2MM organic impressions between Twitter and Instagram

-+ R $ 3.6 MM Earned Media

-The spontaneous #palcoCocaCola translated to stage Coca-Cola, became viral.