As one of the festival’s main sponsors, Volkswagen was entitled to 1,000 tickets. So we found the most democratic way to distribute these tickets: through a Vestibular (Brazilianequivalent to the SAT.; the big exam that separates students from entering college). Instead of Medicine or Law, the students had to study for Rock, Pop or Metal. Each music style had its own didactic material with video lessons, online teachers and daily pocket-quizzes. Over 50,000 people answered the test online, at the same time. Days later, the approved list was released in Brazil’s main newspapers.

Music fans welcomed the campaign with open arms and it spoke their language right from the start. In the end, Volkswagen was seen as a 'partner'; as someone who understands the rock and roll soul, and offered real music lovers the chance to watch the Rock in Rio festival.