Our strategy consisted in creating different experiences able to generate a relationship with the audience, before and during the festival.

We also had in mind that big ideas inside the festival will be able to generate communication arguments that could be used through ATL campaigns before the festival starts.

The ideas were Vodafone Best Seat (the best view to the festival main stage) and Vodafone Hotel (where people could spend the night). To win access to the Best Seat we had a sofa race and to gain access to the Hotel people had to find were the mobile bedroom was.

Besides the main sponsor, Vodafone was the brand most associated with the music festival.23,940 people participated in the different initiatives.532 people gained access to the Rock in Rio Music Festival through their experiences.50,000 people followed the initiatives through social networking sites.160 people won tickets through Facebook experiences.Vodafone Music Portugal doubled their fans on Facebook.More than one hour of TV coverage in which 10% was spontaneous media.