Rock in Rio brings to Brazil some of the greatest music artists in the world, what creates a great hype amongst the fans, who line up hours before the festival begins. This is responsible for one of the greatest moments in Rock in Rio: when the gates open, there's a great race to the front of the main stage.

We decided to take this iconic moment and "cyber it up", by creating a game in the classic 16 bits format for mobile and desktop where the fans would and recriate this race through the City of Rock, dodging obstacles, winning minigames and collecting power ups.

The fastest players were awarded with a pair of tickets and merchandising products, setting the pace for the tickets selling in a few days.

With the ticket sales starting at the november 10th, we set a total of nine days for the game promotion, starting at november 1. For 8 days, the two players with the fastest race times won a pair of tickets for the Rock in Rio. At the 9th day, the eighteen players with the highest sum of poins also got their entries. The next 50 competitors were awarded with exclusive merchandising products.

With a multiplatform design and characters designed for each musical tribe present in Rock in Rio, we made possible for everyone in the country with a computer or smartphone to be able to play the game and win tickets, creating a wide range campaign for a wide range festival.

By playing the game, the public hardly noticed that it's a branded one, specially when it's from a well known entertainment brand.

The campaign's launch reached over 1.3MM people, what brought a total engagement of over 100 thousand players with a daily average of 21 minutes of brand exposure per player, in the 8 days of the ranking build. The prizes set the tone for the tickets selling, starting at april 10. The goal was to sell the first batch of tickets, 100 thousand, nearly a year away from the actual festival, but as we notice that the selling numbers were growing fast, we threw in another 20 thousand, getting a total of 120 thousand tickets sold out in 1h58m.