In the first phase, pre-event, we found stories about children whose parents met in the festival’s previous editions. This material originated 3 mini documentaries of 5 minutes each and advertorials in magazines. In the second phase, during the event, we set up a Rock Altar where any couple could get married in the name of Rock, in a thematic ceremony. In phase 3, post-event, we took the 'marriage in the name of Rock' to Facebook with a promotion in which the couple with the highest number of guests would win a Honeymoon in Las Vegas.

17,100 weddings on Facebook.Approximately 98,000 people invited on Facebook.1,832 weddings during the festival.Action became an article in one of the shows with highest audience in Brazilian television: 'Fantastico'Couples who participated became an article in the magazine with highest circulation in the country, 'Veja'Action was reported by 'Terra' portal and several blogs.Inspired by the project, a couple contacted Rock in Rio production asking for permission to get married for real, during the festival. It is estimated that more than 43,000,000 people were impacted by the action.The value of free media conquered exceeds US$4,668,900.