Rock in Rio is not working as a music event, but as a communication strategy. For this, every ad, try to enable a small event. Press conferences always have the theme spokespersons and also with some pocket show that is related to the subject. Another strategy is not divulge the line- up all at once. Announcements of confirmed attractions are being released individually, a year before the event, until practically the day before the start of ticket sales (always with a headliner). This fosters curiosity of the public and the media and increases ticket sales (so that the tickets always sell out very quickly).

Our agency, together with the event organization, created a monthly communication Timeline to be used as a positive agenda, based on disclosures from the media relations, combined to the media plan. In all actions, the main strategy focus to reinforce the presence of the Rock in Rio brand in the Brazilian market, highlighting the event consolidation, whose edition was pointed by the 30 years anniversary festival. The actions with the press and specific actions with the media to several subjects (shows at the stage; production; social projects; setting of the Rock City; event structure; press credentials; interviews; press access to the backstage and cabinets, etc.) generate a higher event visibility, with spokesmen used as sources to speak not only about the festival but also about the entertainment sector.

The goal was to achieve commercial Equivalence over R $ 610 million for the previous edition.The news peak was focused on the event period, with 7,924 materials exhibited on the national press. From September to December 2014, there were 1,537 newspaper reports, which matched to US$ 13,144,510.03 in business equivalent.

From January to August 2015, it were published 6,539 newspaper reports, TVs, and online from all Brazil (equivalent to US$ 53,845,404.02).

As developer of the local economy, Rock in Rio has generated an impact of more than R $ 2 billion from the sale of licensed products, reinforcing the convening power of the event. Companies felt comfortable associating their products to an aspirational brand and great impact on the final consumer and enjoyed his strong communication media. In total, 42 companies linking their brands to the edition 2015 Rock in Rio, available to the public about 650 product options.